The Role of Community and Collaborations in Brand Building — Feat. Women of Water

Nicole Hailwood
Apr 29
3 min read

When you think about the true essence of branding, especially in a passion-led, purpose-driven space, it's not just about logos or taglines. It's about connection. And if you've met me you'll know, connection is at the heart of everything I harp on about. Few projects embody this more beautifully than Women of Water — a heartfelt and captivating photography book and documentary project. Led by the insanely talented Amanda, the project is built around women, the ocean, and the stories that unite them.

Women of Water photography book by Amanda from Oceans of Love photography

Last year I was trusted to design the branding for the project, alongside the branding for Amanda's photography business Oceans of Love. It was a huge honour, and to see the logo come to life on the front of a book was such a dream. I recently asked Amanda to share with me more about the soul of the brand, the community it sparked, and how collaboration elevated everything....

From Healing to Creation: The Birth of Women of Water

“I like to call myself a ‘rehabilitated high school teacher."

Years ago, Amanda discovered underwater and surf photography during a challenging personal time. With her career in limbo and her spirit searching, she found solace — and purpose — in the ocean.

“I didn’t know what I was going to do for work. All I knew was that the ocean helped me regulate my nervous system and made me feel alive again.”

The Women of Water project began with a simple but powerful idea: to document the stories of women whose lives had been touched by the sea. As her 50th birthday approached, she gave herself a deadline — to spend a year photographing women across Western Australia and collecting their stories of healing, resilience, and transformation.

Seven events, hundreds of portraits, and countless ocean swims later, the book is now in print — launched in celebration of her 50th year.

A Brand With Soul

The Women of Water brand is more than visuals. It’s a movement.

“It’s empowering,” she says. “It’s rooted in the profound relationship between women and the ocean, especially the feminine aspect.” Featuring surfers, free-divers, and ocean lovers of all ages and backgrounds, Women of Water celebrates the diversity of experience and the ocean’s power to unify.

In building the brand, we drew from her photography business Oceans of Love. The dreamy mermaid-tail motif woven through both logos reflects a sense of whimsy and feminine strength. “It was a dream come true.”

A Community that Grew Organically

While the book was the original goal, it quickly became clear that the true power of the project was in the community it created. Women came together not just to be photographed, but to be seen, heard, and celebrated.

“It’s been about creating conversations around the power of feminine connection, water, and storytelling,” she explains. “The brand acted like a magnet — drawing in those who resonate with its soul. It’s not flashy or over-produced; it’s raw, visual, and rooted in truth.”

This authenticity attracted the right people — women who weren’t there just to consume the content, but to contribute to it. Together, they’ve helped carry the message far beyond the pages of a book.

Amanda capturing images for the Women of Water book

Collaboration Over Competition

One of the biggest surprises? The joy of collaborating.

Through Instagram, Amanda connected with Emma from WithBaxter.Co — a fellow creative and former educator who now works in photography and videography. Their shared values and vision quickly turned into a powerful partnership.

“I’ve learned to ask for help and to trust other people creatively. It’s been a huge growth experience. Your vibe really does attract your tribe.”

The Heart of It All

When asked what the most rewarding part has been, Amanda knew hands down.

“The in-person events. The energy on those mornings. The shared experience of being in the ocean together — it was just magic.”

These gatherings created ripple effects of connection and healing. The stories shared — sometimes heartbreaking, often inspiring — became the heartbeat of the book. “To be able to capture women being so vulnerable and beautiful… I feel incredibly honoured.”

What’s Next for Women of Water?

While the official launch is underway, she’s intentionally giving herself space to reflect and celebrate before jumping to the next chapter.

“I haven’t really thought much beyond the launch,” she admits. “But I’d love to see the book in local surf shops, cafes, bookstores, and boutique coastal stays. Watch this space!”