Now add to that the pressure of going through all of this in a pair of swimmers.
That’s why Swimming Australia developed Beyond the Black Line, a program to support young swimmers who are navigating the journey of puberty and beyond. It aims to give advice to 12-18 year through videos, workshops and case studies as well as guide parents and coaches too. With teenagers as its primary focus, we needed to ensure the branding and web designs were genuinely relatable and engaging for young adults.
The logo originated from an aerial view of a pool, combined with a clean typographic arrangement that represented the pool’s black lines. The pattern was generated by overlaying the initials BTBL with geometric shapes that resembled water movement. Then all that was needed was to add colours that pop and voila! An engaging brand tailored to teenagers.
We ran workshop sessions with key stakeholders, created proto-personas to get insights into their users and developed low-fidelity wireframes. This ensured the UI design was heavily influenced by the users’ emotions with an added splash of positivity and humour.