Scuba Diving International
The One Dive Family brand strategy that unified four global training agencies, an ongoing marketing partnership across trade and consumer channels, and, in 2026, a web app that lets a very small team produce and translate its own social graphics in twelve languages.
Scuba Diving International, Technical Diving International, Performance Freediving International, and Emergency Response Diving International share a parent company and a very small marketing team. We gave the four brands one story, One Dive Family, shot and produced the campaign that launched it, and have worked alongside the team for years since as an outside director of marketing. In 2026 we built them a browser based graphics builder and translator, so the team can make and localize its own social content without a designer in the loop.
Four respected agencies without a story that held them together
Each of the four agencies had its own history, its own instructors, and its own loyal divers, and together they lacked a unifying idea and a modern, cohesive brand. The marketing team that served all four was small, and the trade and consumer sides of the business pulled it in different directions.
After years photographing the dive industry, one truth stood out to our founder: the sense of family at SDI is unlike anything else in the business. That became the strategy, and the tagline.
Five pieces of work that add up to one partnership
The idea: One Dive Family
A concept and tagline that unified the brands around the community that defines diving. Short, memorable, and true to the organization, which is why it stuck.
Brand architecture and assets
Working alongside SDI's internal team, we helped modernize the brand architecture, the logos, and the assets across all four brands so they read as one family.
The campaign, shot on location
Underwater photography, graphics, and video produced in Bonaire and Saint Eustatius, carried across the website, social, print, and the trade channel.
Ongoing marketing
Lifecycle marketing, social media, an ambassador program, training films, and SEO across a global content library, on a consulting and contracting basis.
A web app for the team
A graphics builder and translator that lets the marketing team produce and localize social content in twelve languages, described below.
We are sport diving. We are freediving. One dive family.
One lean team, two audiences, years of work
SDI is a global brand with a very small marketing team running both trade and consumer marketing. We have worked with them long term on a consulting and contracting basis, including as an outside director of marketing, supporting strategy, SEO, promotion, email marketing, and CRM.
On the trade side, we help dive centers market SDI courses and find customers. On the consumer side, we support e-commerce, social, and consumer campaigns, so one lean team punches far above its weight. The audience numbers followed: Facebook from 200,000 to 350,000 in two years, and Instagram from 1,000 to 10,000 in about a year.
A graphics builder and translator for a twelve language team
SDI markets four agencies in twelve languages, and every social graphic that needed translating used to mean a designer, a translator, and a round of file versions. In 2026 we built them a web app to take that job away.
The Post Builder makes a finished social graphic in the browser: pick a size, drop in a photo, switch the eyebrow, headline, quote, call to action and logo on or off, and export. Six marks from the family of brands sit in the logo row at a standard size. The Translator runs any text through machine translation, then applies SDI's own glossary of dive terms in eleven languages and lists exactly what it corrected, so the team can see the difference between a translation and a verified one.
It is one URL the team bookmarks, it installs like an app on a phone or a laptop, it keeps working offline, and nothing they make leaves their machine.
