When creating the identity for Swim Ireland’s ‘Learn to Swim’ campaign we needed to consider three audiences; kids, parents and pools. Kids seek fun and adventure, parents want value and safety and pools need standards and support.
We created a series of tonal voices, images, icons, illustrations and stories that could address the needs of each audience. Characters, mascots and patterns were also designed and illustrated to suit various levels of swimming adventure. The volume and intensity of these elements could be turned up or down depending on the context and audience.