This is the original design for the homepage the three blocks of colour would have images in their place. When i asked my sister she thought it was for a racing car website which backed up my thoughts that it wasn't conveying the brand. obviously with some images it would help but i still think it is very plain...

Here i have taken more influence from you original design. We have the black background with rounded white box and still have the 3 key images that will show there true colours when scrolled over(once i get the images). To make the purpose of the site instantly recognisable i have added the goggles and swim hat with the flag that emphasizes the british brand. I though i could have a piece of lined paper under the pin to add to the scrap book style....
The third image
shows a simplified version. There will be an 'about us' page anyway and the imagery will explain the sites purpose enough so i thought the Who? section wasn't needed. I've also brought the links down a touch. I don't know if you have a preference?