Personal Brand · Visual Identity

Brand Kit
Fall calm, rise strong.

The identity system for Harry McCahill — British depth freediver, AIDA Master Instructor, storyteller. The mark is the Cancer crest: his star sign plotted from real stars, a single line falling from the central star through the water's surface into the deep. Calm, deep, and uncluttered — stillness lives in the negative space.

02

Colour — "Depth through Stillness"

Abyss
Darkest tone. Dramatic full-bleed backgrounds, the "deep".
#06141D
Deep
Primary brand colour. Headers, key UI, logo on light.
#0E3A52
Tide
Secondary. Links, subheads, supporting accents.
#2C7A8C
Light
Luminous aqua — the shaft of light. Use sparingly for CTAs and highlights.
#7CC4CE
Mist
Pale near-white. Primary background, breathing room, text on dark.
#EAF2F2
Slate
Neutral blue-grey. Body text on light backgrounds.
#4A5A62
60% · Mist / open space
25% · Deep + Abyss
10% · Tide
5%

The usage ratio is what creates the calm. Light is an accent only — a single shaft, never a wash.

03

Typography — EB Garamond · Cinzel · Manrope

DisplayEB Garamond
Regular · 400
Fall calm, rise strong
Display italicEB Garamond
Italic · 400
a single breath down
Crest capsCinzel
Latin motto · numerals
Quies facit descensum
Eyebrow / labelManrope
Medium · tracked 0.42em
Beginner → Elite · Dominica
BodyManrope
Regular · 400
Depth is a by-product of calm, not effort. The same nervous-system control that lets a diver descend on a single breath is what we teach — relaxation, technique, and letting go. Short sentences. No hype. Let the silence do the work.

EB Garamond carries the name, headlines and pull quotes — the same face used in the logo lockup. Cinzel is reserved for the Latin crest line and engraved detail. Manrope handles body and interface text. Light weights, generous line spacing, wide letter-spacing on the tagline. Heavy or bold type fights the idea of stillness — avoid it.

04

Tagline system

Primary · logo line
Fall calm,
rise strong.
Alternate imperative · technical / coaching
Descend calm.
Ascend strong.
Two-part parallel · headers, posters
Calm is the descent;
strong is the ascent.
Latin crest · formal use only
Quies facit descensum“Calm makes the descent.”
Mantra · social & merch
Don't think, sink.

One idea, sized for different jobs. Fall calm, rise strong. is the logo and everyday line. For an About page or caption, Calm carries you down; strength brings you back; for a manifesto or film, Surrender the descent; earn the ascent. The Latin crest line is set in Cinzel and reserved for formal, engraved contexts — it is not part of the logo. Don't think, sink. is the mantra — the brand's one wink, for social captions, stickers and merch; never on formal or partnership material.

05

Voice

Sounds like

  • Calm, precise, understated. Short sentences.
  • Let the depth numbers and the silence do the work.
  • Speaks to you; invites us together.
  • The three-beat rhythm: One breath. No fins. All the way down.
  • Authority earned through real results — stated plainly.

Never

  • No hype, no exclamation marks, no bravado.
  • No "adrenaline", "insane", "beast mode".
  • No emoji clusters in formal collateral.
  • No detached corporate third person.
  • Tie depth to calm and mastery — never danger.
06

Imagery

No-fins diver descending the line into vast blueAllie Reilly
A freediver descending into the deepAllie Reilly
A lone freediver relaxed against vast blueAllie Reilly

Do: underwater wide shots with a single figure and vast blue negative space. Natural light from above; let the diver be small against the deep. Cool, monochromatic blue grading consistent with the palette.

Avoid: cluttered gear close-ups, oversaturated tropical-postcard looks, busy text overlays. The mood is meditative, not adrenaline.

All photography · Allie Reilly