Dahab 5

Can you spot them all?

Alex initially came to me for a T-shirt to help attract more recreational divers.

After years of working with H2O on their technical side — from the brutalist black website to technical and geeky T-shirts — I knew the dive center and her brand well. Rather than creating another standalone T-shirt, I saw an opportunity to turn the idea into a campaign.

Inspired by the classic safari concept, Dahab 5 celebrates five of the marine encounters divers love around Dahab: the lionfish, pyjama slug, blue-spotted stingray, hawksbill turtle and anemonefish.

Each species becomes its own character, giving the concept plenty of room to grow across T-shirts, social media, dive briefings, stickers, merchandise and other touchpoints.

From one T-shirt to a bigger idea

The idea is simple: spot them, learn about them, collect them all

The T-shirts are just the starting point. Each of the five species has its own character, making it easy to build a little world around them and turn the collection into something divers can discover both above and below the surface.

An engaging dive briefing could get divers excited about the possibility of spotting one. A social post could share a few facts about the species. A dedicated dive or speciality course could take the idea even further. The concept gives H2O a playful way to talk about Dahab's marine life while creating more opportunities for divers to engage with the dive centre.