REPOSITIONING SPEEDO FOR A NEW GENERATION OF SWIMMERS

Speedo needed to reconnect with younger and recreational swimmers without losing the equity of an iconic performance brand. We repositioned the brand around “For the Love of Swim” and rebuilt its visual and verbal identity from the ground up. From pool-inspired layouts and a bespoke typeface based on swimmers’ forms to Hyper Yellow, engineered for visibility underwater, we created a distinctive global brand system built to unite elite athletes and everyday swimmers alike.