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A illustrated dog-man sits in a fiery room with an expression like everything is fine although it is not fine

Olympian-owned swim! are strides ahead in teaching children across the UK how to swim. In partnership with JD Gyms; Becky Adlington OBE, Steve Parry MBE and Adrian Turner have created a child-centred programme which is accessible, enjoyable, and safe for everyone.

We were approached by the swim! team to create one website which could incorporate all three brands; swim!, Becky Adlington Swim Stars and Total Swimming Academies. Through a series of strategy sessions we quickly realised that to achieve their objectives of true accessibility and user-focused experience, each brand would require its own website. It was essential that a booking could be initiated within three clicks, and thanks to a newly defined UX strategy we made this possible in one click. Subtle pop-ups, quirky interactions and video content add to the overall journey. 

Built with individuality in mind 

We created individual pages for each of the centres, making it easy for users to find information specific to their location. We incorporated interactive maps with postcode lookups, instantly finding their closest centre. Each centre has a dedicated personalised SEO landing page with photography, content, and map pins, making it easy for users to find the location and learn about the services provided.

Enhancing the brand

Having been in the game since 2006, swim! has an established brand look and feel. Working closely with their team we enhanced the brand in subtle ways to give the sites a bright and engaging feel throughout. We have since updated their brand guidelines to incorporate the new vibrant colours. We brought Sunny, swim!’s mascot, to life as part of the update. Using Lottie animation Sunny can now move, jump and grow in confidence; emulating a child’s swim! journey.

Synchronised swimming

Our efforts resulted in three clean and easy-to-use websites that help parents to feel comfortable when researching and booking their children’s lessons. From here we will be backing Becky and her team with an ongoing design and digital support retainer, as well as hosting all three websites.