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Swimming Australia Launches SWIMAUS Brand and Roadmap

17/08/2022
Advertising Agency
Paris, France
84
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Publicis Worldwide designed a modern, simplified brand

Swimming Australia has launched a ten-year roadmap to 2032, with phase one involving the creation of a re-energised vision and strategy, and the launch of new consumer brand platform, SWIMAUS.

Swimming Australia worked with agency partner, Publicis Worldwide to design a modern, simplified brand that would set the foundation for strengthening the presence of swimming in Australia. Symbolising ‘rising out of the water’, the SWIMAUS brand will launch via Swimming Australia’s newly optimised website – with the aim of engaging communities across the country, reimagining events, and elevating the profile of Australia’s most successful sporting team, The Dolphins. 

The launch of the SWIMAUS brand coincides with the Australian team bringing home a haul of 65 medals in the recent 2022 Commonwealth Games. Their performance aligns with a bold new vision created for the brand by CEO of Swimming Australia, Eugenie Buckley: ‘to be globally admired for our performance in and out of the pool’. 

As part of the roadmap, Swimming Australia will be seeking partnerships focused on helping to make the sport the most environmentally sustainable in Australia, targeting for carbon neutral venues and events before 2032. There will also be significant focus on building The Dolphins brand and the world-leading Performance Hub system they train in – including coaches, wellbeing, physiotherapy, and sports science.

Eugenie Buckley, Swimming Australia CEO, said, “This roadmap and renewed vision is focused on the aspiration for Swimming Australia to become the world’s most successful and loved team, by looking after the wellbeing of our athletes first and foremost, as well as the planet through environmental initiatives. We believe we can achieve this by forging strong strategic partnerships with organisations who share in our ambitions.”

Publicis Worldwide’s managing director, Simone Waugh, said, “Swimming Australia is setting the right foundations to create a brand of strength for the next decade in sport. It is supporting women in sport, creating the most sustainable sport, and inspiring participation around the nation, as we build the greatest swim team in the world with The Dolphins. Swimming is the first activity many Aussie kids do even before walking; and with the growth we’ve seen in participation in the pool and in our oceans, it’s also the activity Aussies continue to do right through to older age. It’s time for Swimming Australia to celebrate this love of swimming as a nation and create legacy for the next generation of swimmers”.

Publicis Worldwide has created the brand marks and positioning for two international swimming events coming to Australia in 2022, including ‘Duel in the Pool (AUS vs USA)’ on 20th-21st August in Sydney, and the FINA World Short Course Championships, taking place 13-18th December in Melbourne – where over 180 countries will be sending their fastest swimmers to compete in Australia’s Summer Showdown.

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