Brand Strategy, Broadcast, Digital Strategy, Print
About USA Swimming
Most Americans view swimming as a leisure activity, not a sport. As a result, participation has stagnated over the past decade. USA Swimming was looking to reverse this trend and attract more kids to join local swim teams. We set out to remind the world that team swimming is not only a sport, it’s a lifetime of fun.
The redesign of swimtoday.org streamlined parents’ ability to find facilities and teams in their area and made it easier to get answers to common questions.
Through swimtoday.org, a variety of customizable promotional items were created for swim teams to use to spread the fun and excitement of swimming.
On April 1, we introduced the world to a new scent: Eau de Chlorine. It involved a manatee (of course) and people swimming in fancy clothes.