Swim With Style — Brand Identity & Design System

Overview
Swim With Style needed a playful, professional identity that could support its growing network of children’s swim schools across the UK.
The brand needed to appeal to young families and feel full of personality, while still communicating the trust and professionalism parents expect when choosing a swim school.

Challenge
The identity needed to work across much more than a logo. As the business grew, it required a recognisable visual system that could remain consistent across different locations, communications and applications.
The challenge was to create something distinctive and child-friendly without becoming overly childish.

Approach
I developed a complete visual identity around a custom seahorse character and flexible wordmark, supported by a bright colour palette, typography and complementary graphic elements.
From there, I created practical brand guidelines and a suite of social media templates, giving the team a clear system they could use consistently as the business grew.

Result
A distinctive, flexible identity that gave Swim With Style both personality and structure — from social media and digital communication to physical applications such as swim equipment.

The resulting system made it easier for the team to create consistently branded communication while keeping the warmth and energy of the business at the centre.