At Glen Eira Leisure Swim School (GELSS) vital life skills in swimming and water safety are taught to give the community access to a lifetime of water activity fun.
A new name and visual identity independent of the GESAC Leisure Centre were needed by the swim school to connect with a broad, culturally diverse audience, attract a vibrant staff and minimise the dropout rate of 7-8 year old students.
In collaboration with the GESAC marketing department and swim school team, we worked through the strategy process to understand the swim school purpose in the community and how to articulate this to resonate with local families and staff. Naming the swims school as Glen Eira Leisure Swim School, reinforced its place in the community, shifting away from being child focused (common in the competitive landscape) and more reflective of the wider range of ages and groups serviced. The core theme of I swim so I can brought this to life with energy and aspiration highlighting the importance of water safety for all ages in our Australian lifestyle.
Competitive Research / Audience Messaging / Name Generation / Brand Strategy
Visual Identity / Art Direction / Merchandise
"Working with Nicole was such an enjoyable and worthwhile experience. She really delved deep into our business to help us define exactly who we are and who we were talking to. This process really gave us a better understanding of our business and how to speak to our audience. We got so much more than simply a brand refresh. The branding outcome really positioned us as industry leaders. Nicole was professional, fun, insightful and clearly loves what she does."