Little Swim Club — Brand Evolution & Ongoing Design

Overview
Little Swim Club is a UK swim school built around gentle, child-led learning and a strong sense of connection and belonging.
When Julie approached me, the business itself had a clear personality and philosophy, but its visual identity didn’t fully reflect what made the club special. Our work began by strengthening its everyday communication and has since grown into a broader evolution of the brand as Little Swim Club enters its next chapter.

Challenge
The existing identity was familiar to families and had equity worth keeping, so a complete rebrand wasn’t the right answer.
The opportunity was to understand what already worked, identify what no longer felt aligned, and evolve the brand into something warmer, more distinctive and better able to reflect the experience Little Swim Club creates for children and parents.

Approach
Rather than starting again, I retained the recognisable elements of the existing brand and developed them into a softer, more cohesive visual identity.
The logo was refined, the colour palette expanded, typography and supporting graphics were introduced, and a flexible visual system was created to work across social media, the website, signage, print and everyday communication.
As our relationship has developed, I’ve also worked closely with Julie on how the brand communicates — not simply designing individual pieces, but considering what Little Swim Club is trying to say and finding the strongest way to bring that to life visually.

Result
Little Swim Club now has an identity that feels much closer to the business behind it — warm, individual, nurturing and full of personality.

The new system gives the brand room to grow while retaining the familiarity families already know, creating a stronger and more consistent foundation for its next chapter.