Making Waves:
Swim Nation’s Bold New Look
Maxine wanted Swim Nation to be more than just swim coaching—it needed to be a thriving community. Branding Sport led the strategy deep dive, defining the brand’s ethos. We then crafted a bold, dynamic identity that celebrates movement, inclusivity, and the camaraderie of swimming. The result? A brand that truly makes waves.
Client
Swim Nation / Branding.Sport
Year
2024
Category
Sport & Fitness
Type of Work
Visual Identity
The project began with a deep dive led by Paddy at Branding Sport. Through strategy workshops and research with Maxine, we uncovered Swim Nation’s essence—it wasn’t just about swimming, but belonging. “Never Swim Alone” wasn’t just a tagline; it embodied the community spirit that needed to be the brand’s driving force.
With that foundation, we crafted a bold, movement-driven identity. Ditching the typical ‘performance’ aesthetic, we embraced energy, inclusivity, and rhythm. A dynamic colour palette, bold typography, and fluid design captured the thrill of swimming and camaraderie of the sport. The brand had to inspire, unite, and redefine what it means to swim.



Through Branding Sport’s strategy work, we pinpointed the psychology of group training, dissected competitor brands, and uncovered what really makes a swim community thrive. This laid the groundwork to translate those insights into a powerful visual identity.
Maxine’s love for bold, unisex, and ageless branding shaped the final creative. From the swim cap-inspired logo to the sticker-style icons, every detail was designed to be playful, wearable, and instantly recognisable in and out of the water. We worked iteratively with Maxine to fine-tune every element—ensuring the brand truly reflected her vision, her people, and her mission.



The result? A brand that doesn’t just blend in at the poolside—it takes over. Swim Nation’s identity is now a bold, energetic force, giving swimmers something to rally behind. The new visuals—bright, fun, and packed with personality—are already making waves across merch, digital platforms, and swim squads.
But this wasn’t just about looking good—it was about creating a movement. Thanks to Branding Sport’s strategic foundation and nmcDesign’s visual execution, Swim Nation’s fresh new identity has solidified its reputation as more than a coaching service—it’s a community, a culture, and a call to dive in.


