INMOCEAN

Getting ahead of the current

InMocean is the number one swimsuit manufacturer in North America, and a modern maker whose branding had fallen behind. Ruckus was tasked with creating a new look and a fresh web presence that matched its industry-leading manufacturing capabilities, and a story it could finally tell on its own. The engagement ran from brand positioning, identity, and logo design through UX, UI, and full website development.

A leader hidden behind its own private labels

Before working with Ruckus, InMocean's own brand identity was never as important as its private-label partners, and that was detrimental to the company's scalability. The name behind the industry's biggest swimwear brands had no clear identity of its own, leaving the category leader without a story distinct from the labels it made for others. Growth meant the maker itself had to become visible.

A mark that moves like the ocean

Ruckus crafted a visual identity that embodied InMocean's values, authenticity, drive, and ambition. The result is an iconic emblem representing progress, sustainability, innovation, and a connection to the ocean, paired with an expressive, actionable brand story that summarized the brand's goals and foundation, built for better brand adoption and growth. Guidelines built on leadership in the swimsuit space carry the foundational tagline: Ahead of the Current.

The color system matches the brand's aesthetic, aquatic with ample whitespace, running from Deep Navy and Ocean Blue through Sky Blue, Seafoam, and Sea Mist. With a target audience of wholesalers and private labels, Ruckus also designed and produced a branded sales kit promoting InMocean's manufacturing prowess, and helped refine and launch a sustainability mark in step with the brand's aesthetic and values.

Sunshine and waves, at portfolio scale

The old site was tired and undefined, dark colors and stale imagery, the antithesis of sunshine and beaches. Ruckus designed the new website to establish scale and brand expression, showcasing an expansive brand portfolio and painting InMocean as the dynamic, forward-thinking manufacturer it is. A top priority was to clearly show the scale of the InMocean brand, so a brand grid highlights how many brands live in the portfolio and puts diversity and inclusion at the center of the work.

A category leader, finally branded like one

InMocean came away with a complete identity system, including two new logos and a sustainability mark. A brand story, guidelines, and a branded sales kit are in market with the sales team, and a new website is live at inmocean.com, built to show the full portfolio.