Brand Design
Swim Day With Jay
Swim Day With Jay is the sort of local swimming lessons place you dream of finding for your kid.
Based out of Toluca Lake, Jay teaches swimming classes from his backyard, practicing patience, compassion and curiosity in his work.
For this project, I worked with the founder and his team to expand the brand kit to include typography, colors and illustrative elements. Our goal is to make this visual identity communicate playfulness for the children, yet trustworthiness and safety for parents.
Overview
Previous Assets
Branding & Strategy
Deliverables
Outcome
Previous Assets
A previous, small brand kit was designed in Canva using a two-color palette and consistent typeface. Despite these elements in place, there was no clear creative direction, which made marketing materials feel disjointed and inconsistent from one another.
Brand Strategy: Color Palette
Swim Day with Jay prioritizes the comfort of both parents and children. An intimate backyard setting allows parents to feel at ease and kids to feel at home during swim lessons.
We kept the blue and pink from the original branding; however, we introduced four tints of those colors to add dimension and create the illusion of water and waves throughout marketing materials.
Secondary colors are inspired by the bright colors of pool toys and aquatic life, adding a sense of familiarity to children ("swimming like a fish").
Brand Strategy: Typography & Illustrations
Edo remains as the brand’s title font; its handwritten letters evoke a playful, youthful feeling while also being legible from afar. The unique characteristics of this typeface allowed us to pick more approachable, legible sans serif fonts for our subtitles and body texts (Raleway + Open Sauce) and tie it all into one clear visual identity.
Illustrations are a mix of aqautic animals and pool toys. Aquatic life allows kids to identify themselves with a familiar friend, while they can familiarize themselves with the pool toys that they use each swim lesson. These illustrations are flexible, being used on a variety of deliverables from printed materials to social media.
Deliverables
Outcome
Design Outcome
A fully realized brand identity was established which allowed Swim Day to increase their public outreach. Over the course of three months, we were able to put out a newspaper advertisement, social media advertisements, and asked to participate in public events in the Toluca Lake area including a silent auction.
Takeaways
Swim Day with Jay has a unique target audience - they’re simulatenously working to make sure both children and parents feel safe and comfortable in the water. Because this is a family-owned business, we have the advantage of using personal connection alongside our visual identity to help us further connect.