Grown-Up Swimming started in Atlanta, GA with a group of adults who wanted to have the same kind of fun that their kids have swimming summer league. That movement has grown-up (not apologizing for that pun) to provide a low-pressure, high-fun swimming environment for hundreds of people of all ages and abilities.

Brand identity

The brand needed to reflect Grown-Up Swimming’s two-part mission:

Have fun
join the swim league where grown-ups can workout and enjoy the experience!
Feel good
Enjoy a low-impact sport to cross-train, prevent injuries, and/or get in shape

The brand’s playful logo and fun color palette reflect Grown-Up Swimming’s youthful energy without feeling too juvenile.

Custom illustrations

These visualizations were strategically created to inform and delight Grown-Up Swimming’s target audience. They aim to reveal the company’s unique culture and highlight their focus on fun and fitness.

Personas

Four distinct personas were created after conducting research on the identified target audience. It was important to visualize diversity of age, gender, and race across the different personas. Everyone should feel welcome in the Grown-Up Swimming community, so these personas were created to celebrate that diversity.

Stacy, 42

Stacy is a working mom who is looking to get in shape. She swam in high school and loves timing at summer league meets, but thought that her swimming career was over before learning about Grown-Up Swimming.

Howard, 36

Howard played tennis and soccer in his youth and early adulthood. Five years ago, he injured his knee and had to scale back on high-impact activities. He loves staying active, but needs to protect his knee and avoid re-injury.

Kaitlyn, 25

Kaitlyn could swim before she could walk. She joined a club team when she was an 8 & under and swam through college. Now that she’s graduated, she wants to stay fit and postpone the inevitable “swammer” status.

Marco, 60

Marco is a seasoned athlete who enjoys competing in triathlons. He wakes up early every day to train for upcoming races. Although he already gets plenty of exercise, he is hoping to spice up his fitness routine a bit of lighthearted fun.

Implementation

The personas were used within a set of illustrations that guide web users through the content and make the user experience feel compelling and special. They tell the company’s story and invite the audience to come in and join the fun!