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Swim Works – Brand Evolution & Social Media Design System
Project type
Long-term retainer — brand refinement, campaign content, and social design system
Date
2020–Current
Location
United Kingdom
Overview
Swim Works is a UK-based swim school specialising in early childhood and family swimming. I’ve been working with them since 2020, creating social media content, campaigns, and brand assets. Over time, we’ve evolved their visuals from the previous designer’s template style into a refined, emotionally grounded brand identity.
Challenge
The original creative system felt disjointed and lacked a consistent emotional tone. The goal was to refresh their identity while honouring the established brand — bringing more clarity, modernity, and connection to their digital presence.
Approach
Refined colour use, typography, and photo tone to create a calmer, more premium look.
Rebuilt the social media template system for multiple formats (portrait, square, story).
Introduced consistent brand voice through copy styling and layout rhythm.
Designed seasonal campaigns, membership promotions, and educational posts to sustain engagement year-round.
Result
A unified visual language that strengthened the brand’s trust, engagement, and emotional connection with parents and students. Swim Works now uses this flexible system across digital, in-centre screens, and print.
