It’s In Our Nature

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Project Details

From swimming lessons to world championships, Swimming Canada is responsible for a massive range of programs.

The brand is also tied to high-performance centres and provincial governing bodies. As a result, the brand was remarkably diversified.

I rebuilt the bilingual brand around a non-verbal emblem, extrapolated a consistent system for all sub-brands, and positioned Swimming Canada as an elite organization that is relevant to millions of Canadians.

Case Study

The brand was remarkably diversified, with different strategies, naming structures, themes, and aesthetics for every initiative.


I rebuilt the brand and launch a campaign: It's in our nature. The brand was reviewed by some of the world's biggest design blogs.


The rebuilt brand is a success which honours the past while setting a bold statement for the team going forward.