New SWIM! branding launched

Following our creation of a new centre environment for swim!; one of the UK’s largest provider of private swimming lessons for kid’s, we have redefined the customer journey and evolved all brand communications across digital and physical touchpoints to maximise customer engagement and retention.

This has included evolving the naming and branding of swim! programmes into 3 core groups; ‘baby swim’ for babies and toddlers, ‘learn to swim!’ where children develop core swimming skills, and ‘I can swim!’ where older children grow into confident swimmers.


To bring to life the different programmes, we’ve created fun ‘learning journeys’ where children and their parents can track progress. Each child is presented with their own interactive learning journey where they can add stickers for each stage completed and insert photos to capture key memories and milestones. Supporting the learning journeys are a new collection of certificates and milestone rewards, each branded in the new look & feel.


The visual identity of each development stage within the swim! programmes have also been evolved; swim! baby stages have been created to have a distinct look & feel to capture the unique proposition, whereas stages within the ‘learning to swim!’ programmes have their own identity, brought to life by ‘Suni’; a new brand mascot who appears throughout core brand communications.


To support the new branding, a collection of stunning photography and video content has been created for use across multiple platforms, conceptualised and directed by Briggs Hillier to capture the full swim! offer the fun of learning to swim!


The evolved branding has also been applied to all customer communications, a new website and fun, engaging social media content, all brought together within comprehensive brand guidelines.


Nikki Simms

25th April 2023