Creating a new brand to encourage more children to learn a lifeskill.

The Task

Currently only one in two children in the UK can swim by the time they go to secondary school. Why? Because swimming in Britain is cold, confusing, overcrowded and dated. It needs a new lease of life to bring it kicking and splashing into the present.

Recognised for our passion for getting kids active and grassroots sports, ex Commonwealth Games medallist Steve Parry asked us to create a new children’s learn to swim brand from scratch, that will help combat the trend, and put children’s swimming back on the map.

What we did

We created swim! A new destination dedicated to delivering best in class tutoring in unique family first environments. Everything from the temperature of the changing rooms to the unique swim! programme, developed by Olympic athletes has been thought about. It’s learning to swim on a whole new level.

To bring the brand to life we created an identity unlike anything in the sector. Using bold graphic shapes - derived from the circle on the logo - to clearly differentiate swim! in a crowded market. An innovative, fun and inclusive brand made for now and for the future.

The identity system covered all things from signage to advertising and everything in between - even including the interior design of the building itself. To accompany the new graphic look, we developed a new impartial, motivational and confident tone of voice using simple, clear and accessible language. The result - a brand that communicates with parents and children on a more human level, and to make learning to swim a better experience for all.


The doors to the first swim! venue opened in Warrington and classes sold out within just weeks smashing expectation. With ambitious plans to open a further five locations over the next few years, we’re proud to play a small part in getting UK kids back into the pool.

“The brand and identity that Mercieca has created left us open mouthed from the moment we saw it. The passion, talent and care from the team on this project has been brilliant from start to finish.” Steve Parry, Founder.
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