British Swimming is back making waves in the UK. Record medal hauls at recent Olympic and Commonwealth Games have demonstrated the prowess. Despite that, swimming lacks the same cultural impact and buzz that sports like football and running get.

Now is the time to train to become a pro swimmer. And now is the time that Speedo return to sponsor British Swimming of all levels, so we set out to land a high impact, visually arresting launch for the Speedo British Swimming Partnership. I had a simple aim for this project: To enable all club swimmers regardless of level, background or location, to feel united and proud to be British Swimmers.

With this ambition, we set out to create a visually arresting and high impact identity that would engulf British Swim events, then span film and digital content, to give the youth swim community a reason to buzz about their sport and feel proud to wear Speedo in and out of the pool.

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