Located in the beautiful eastern suburbs of Sydney, In The Deep, is a swim school with a world-class program. They empower kids to flourish in the water, teaching them to become confident, relaxed swimmers. They too, can grow up to love, respect and feel at ease in the water.

This isn't the typical learning to swim experience in Australia.

Located in the beautiful eastern suburbs of Sydney, In The Deep, is a swim school with a world-class program. They empower kids to flourish in the water, teaching them to become confident, relaxed swimmers. They too, can grow up to love, respect and feel at ease in the water.

This isn't the typical learning to swim experience in Australia.

Outdated practices are abound in an industry so vital to passing down a love of water — and our nation's favourite past-time — to the next generation. A focus on propulsion encourages kids, who often don't have the strength to keep their head above water, to frantically move towards something in the water they can hold on to. This isn't safe, nor is it relaxing. It reinforces the fear already experienced at a young age, be that an anxious parent, or an accidental inhaling of water at home. This isn't swimming.

Outdated practices are abound in an industry so vital to passing down a love of water — and our nation's favourite past-time — to the next generation. A focus on propulsion encourages kids, who often don't have the strength to keep their head above water, to frantically move towards something in the water they can hold on to. This isn't safe, nor is it relaxing. It reinforces the fear already experienced at a young age, be that an anxious parent, or an accidental inhaling of water at home. This isn't swimming.

Over a span of twenty years, In The Deep has developed a program challenging these tired practices. Kids are given space to overcome their stress and fears, by slowing the process down. Teachers engage with them at their level, with lots of imagination, humour and play to make a complex skill easier to grasp. The wonders of the water are revealed with this philosophy in mind, where kids blossom, at ease in this fun new environment.

Embracing and owning the belief that water is here for us to flourish in though, came with a new set of problems. Why are we attracting families who don't value our unique approach? Why do we feel like there's a disconnect between our identity and what we believe? How can we cultivate community?
 

Over a span of twenty years, In The Deep has developed a program challenging these tired practices. Kids are given space to overcome their stress and fears, by slowing the process down. Teachers engage with them at their level, with lots of imagination, humour and play to make a complex skill easier to grasp. The wonders of the water are revealed with this philosophy in mind, where kids blossom, at ease in this fun new environment.

Embracing and owning the belief that water is here for us to flourish in though, came with a new set of problems. Why are we attracting families who don't value our unique approach? Why do we feel like there's a disconnect between our identity and what we believe? How can we cultivate community?
 

I was invited to lead the way in responding and crafting solutions to these previously unanswered questions. It was clear to me from our very first meeting. In The Deep's existing brand materials had been made to fit any swim school, leaving the director feeling frustrated and misunderstood.

I was invited to lead the way in responding and crafting solutions to these previously unanswered questions. It was clear to me from our very first meeting. In The Deep's existing brand materials had been made to fit any swim school, leaving the director feeling frustrated and misunderstood.

For five years now, the director and I have collaboratively driven the direction of the brand strategy and communication, expressing a centralised idea: That kids can be empowered to find joy and feel ease in the water. Whether through words, imagery, sounds or conversations we wanted people to feel at ease and filled with a child-like joy that makes you wish you were still a kid.

After simplifying the existing logo, and discarding everything else, we began with what was essentially a blank piece of paper.

For five years now, the director and I have collaboratively driven the direction of the brand strategy and communication, expressing a centralised idea: That kids can be empowered to find joy and feel ease in the water. Whether through words, imagery, sounds or conversations we wanted people to feel at ease and filled with a child-like joy that makes you wish you were still a kid.

After simplifying the existing logo, and discarding everything else, we began with what was essentially a blank piece of paper.

I began with in-depth discussions, interviewing key stakeholders to uncover the brand narratives, values, differences and the brand's why, developing the brand strategy and a relaxed, fun and creative tone of voice. To implement the strategy and express the brand's values I developed a joyous illustration style that leads the overall look and feel, challenging the visual norms of an outdated industry.

I began with in-depth discussions, interviewing key stakeholders to uncover the brand narratives, values, differences and the brand's why, developing the brand strategy and a relaxed, fun and creative tone of voice. To implement the strategy and express the brand's values I developed a joyous illustration style that leads the overall look and feel, challenging the visual norms of an outdated industry.

Colours were selected and shapes were created that capture the feels of strategy. They're the building blocks to expressing the brand. Whether it's for a repeat pattern on the uniform or a poster asking you to save water in the showers afterward. A feeling of ease and fun in these elements unite all forms of expression.

A local photographer was commissioned to capture the director and her love for the water, making for a contrast to the illustrations. They highlight a lifetime of joy and ease we want to pass onwards to children.

Colours were selected and shapes were created that capture the feels of strategy. They're the building blocks to expressing the brand. Whether it's for a repeat pattern on the uniform or a poster asking you to save water in the showers afterward. A feeling of ease and fun in these elements unite all forms of expression.

A local photographer was commissioned to capture the director and her love for the water, making for a contrast to the illustrations. They highlight a lifetime of joy and ease we want to pass onwards to children.

Our work together has been immersive, crafting a brand system that is flexible, recognisable and celebratory of our shared love for the water. This in-depth experience has resulted in a significant increase in enrolments and a shift towards attracting and retaining more of the brand’s ideal customer who are as passionate about sharing in the magic that only embracing the water can bring.

Our work together has been immersive, crafting a brand system that is flexible, recognisable and celebratory of our shared love for the water. This in-depth experience has resulted in a significant increase in enrolments and a shift towards attracting and retaining more of the brand’s ideal customer who are as passionate about sharing in the magic that only embracing the water can bring.