SDI One Dive Family

SDI One Dive Family

The SDI “One Dive Family” concept celebrates the deep sense of connection among divers. Learn how this campaign shaped the brand, visuals, and dive culture through community-driven storytelling.

SDI One Dive Family

Images and article by William Drumm

For myself and for many of the other scuba divers and freedivers that I know, the sense of community and family at diving centers and in the dive industry is strong. The smell of neoprene unites us all. With my friends and clients Scuba Diving International (SDI), we worked to put this feeling into a brand strategy. The result was the One Dive Family. With this tagline and concept, we modernized and streamlined the brand architecture, logo, brand assets and branding for the International Training brands (SDI, TDI-Technical Diving International, PFI-Performance Freediving International, and ERDI-Emergency Response International). 

Along with the great internal team at SDI, we created the underwater photography, graphics, videos and other marketing items to get this concept out into the world. I photographed many of the images for these graphics in Bonaire and in Saint Eustacius, two gorgeous Caribbean dive destinations. I graphics were developed by one of SDI’s graphic designers, Joan Sole of Protek dive.

I have been photographing for the dive industry for more than a decade now and this campaign and brand overhaul are among my proudest portfolio pieces. SDI is a family-owned and operated scuba diving and freediving certification agency. When you walk into the doors at the SDI headquarters in Stuart, Florida, that same sense of community that is found in dive centers permeates the building. It’s very rare to find organizations with the same level of appreciation for their industry and the work they are doing than at SDI. Previously I have filmed the SDI Open Water Scuba Diver training films and I am currently creating a package of blogs and videos about various dive destinations for them. Dive centers that are involved with SDI always tell me they feel the same level of comradory and family from SDI that I do. The relationship between the certification agency and the dive centers is completely unique in the industry. After seeing this for several years, the tagline ‘One Dive Family’ suddenly came to me. For me this tagline totally fits the organization and their work. It’s also short, punchy, memorable and plays to emotions related to both individualism and community and one’s relationship to diving.

A new logo and branding was also developed as part of this project. The incredible designers Ric and Adri from the SDI art team took this task on and did such a perfect job with it. A job well-done by everyone involved.  

Are you an SDI diver? Would love to hear from you, leave a comment on this blog post below. 

Learn More About William

Thanks for reading. To learn more about my mission visit my about page. To see my favorite images visit my portfolio, and if you are interested in purchasing prints (a portion of each sale goes to marine conservation efforts) then take a look at my fine art prints. Plus, to see even more of my images and to connect with me, make sure to follow me on Instagram!