The Foil

The Foil was created to bring clearer, more credible coverage to the rapidly evolving world of professional sailing. As formats like SailGP continue to push the sport forward, the platform aims to treat sailing as the high-performance global competition it has become.

Rev.01 was commissioned to help shape the venture from the ground up. This included facilitating discovery and naming sessions, securing the digital foundations for the brand, developing a full visual identity, and designing the website ready for launch at the start of the 2026 racing season.

The project began with a structured discovery session designed to define the purpose of the platform and understand how it should position itself within the wider sports media landscape. Together we explored the audience, tone of voice and long-term ambition of the publication, establishing a clear foundation for the brand.

From this process we facilitated a naming exercise that ultimately led to the creation of The Foil. The name references the hydrofoil technology that defines modern racing yachts, while also conveying speed, precision and forward momentum. Once agreed, we moved quickly to secure the necessary web domains and social media handles to ensure the brand could launch with clarity and consistency across all digital channels.

With the foundations in place, we developed the visual identity. The goal was to position The Foil firmly within the world of professional sport while creating a platform capable of attracting a broader audience to competitive sailing. The identity draws on the visual language of performance racing, using bold typography, sharp geometry and directional forms that echo the speed and intensity of the sport.

Subtle references to sailing are embedded within the design itself. The negative space within the logotype forms a sail-like shape, suggesting lift and motion without relying on literal imagery. This approach allows the identity to feel rooted in the sport while maintaining the authority expected from a modern sports media brand.

Following the identity development, Rev.01 led the design of The Foil’s website. The platform was built as a content-led environment capable of supporting news, analysis and race coverage while maintaining strong editorial clarity. A fast turnaround was required to ensure the site was ready in time for the start of the 2026 SailGP season, providing the publication with a credible and confident launch into the sport’s global calendar.

www.thefoil.com