Redesigned Speedo’s logo: 
- Optimised the elements of the logo to create additional standout in placement across product and comms.
- Poured meaning into the logo by defining a set of behaviours and developing a range of animations that enabled the logo to ‘swim’.
- Enabled the word mark and icon to separate, defining flexible rules for placement to reflect different energy states of swim for different audience needs.

Redefined Speedo’s tone of voice: 
- Defined a tone that Speedo with the confidence of a global icon, reflecting the brand’s unrivalled knowledge and expertise in all areas of swim.
- Injected personality and humour into the brand’s tone, embodying the pioneering  attitude of Speedo’s founder in our new brand character ‘Mac’

We created a bespoke brand typeface:
- Created a bespoke and own-able typeface ‘Speedo Sans’ to give additional distinctiveness.
- Based form of typeface around movement if human body in water to inject it with meaning. 

Designed modern digital output (Across all channels)
- Reworked and structured all UX/UI for a new (Responsive) website launch, within Speedos existing CRM Worked with Speedos design team in implementing new style guide.

Radically updated the approach to photography and visual identity of the brand 
- Photography of people that heroes every type of swimmer. 
- Iconified our products by placing them in their natural environment and focusing on the macro details that signify quality. 
- Captured the culture of swim through the locations and layouts that ‘art form’ the sport. 

We updated the approach to product, packaging and retail design
Increased standout and desirability of in retail with a new system of colour, layout, logo placement and retail design.