Love to Swim and Tumble School Rebranded

June 10, 2010

Love to Swim and Tumble School already had a ton of professional materials, as well as a mix of items created in-house, in circulation but their brand was inconsistent. Although the materials were professional and functional, something was missing. Their brand was not carried throughout all collateral. Some materials still had an older version of their logo and the color schemes varied widely.


We immediately decided that playing up the "love" from their name was the direction to take. (Once we learned that owner and founder Mary Reilly-Magee's birthday is on Valentine's Day, there was no turning back.) The possibilities for incorporating "love" and the heart from their logo in other ways were endless:

  • We transformed their monthly newsletter into the "Heartbeat"
  • Notes of appreciation for the coaches became "Love Notes"
  • The referral program is now "Share the Love"
  • Loyalty money became "Love Bucks"


To ensure their new branding is used consistently, style guidelines were created for color schemes, backgrounds, photos, fonts and illustrations, and we created templates for in-house documenting printing and emails.
The branding process for this client is now lovingly referred to as "Loving it Up", and we're only getting started. Look for a new brochure and other materials in the near future!