Swimfreaks
Project management and brand design for a clothing brand by swimmers for swimmers
Swimfreaks is a brand developed by swimmers for swimmers. Products for swimmers with a wink or two have been the trademark of Swimfreaks since its founding in 2017. The brand ties in with the need of swimmers to identify with their sport even outside the pool. With their high-quality shirts, towels, swim caps and much more, Swimfreaks satisfies exactly this need.
I joined the Swimfreaks team in 2019 and for a good year I have been responsible for the design of almost all products, ads, social media posts or promotional items. Through the wide range of tasks I have learned a few things. For example, that it is not so easy to separate your own taste from that of the target audience. But more about the learning later.
Communicating a brand consistently for several years as an in-house designer is a very difficult task. Trends, time pressure or the wear and tear of design ideas over time don't make it easy to always communicate the brand consistently visually. In phases of disorientation, two looks always help me: the one at the current work of other designers and the look back at what has made the brand so far. In this way, I always find a good mix of the new and the tried-and-true. I also always appreciate the advice of my colleagues.
Communicating a brand consistently for several years as an in-house designer is a very difficult task. Trends, time pressure or the wear and tear of design ideas over time don 't make it easy to always communicate the brand consistently visually. In phases of disorientation, two things always help me: looking at the current work of other designers and looking back at what has made the brand so far . In this way, I always find a good mix of the new and the tried and tested. I also always appreciate the advice of my colleagues.
Thomas has grown over time to become our permanent designer in the team. We are especially pleased with his development over the years, because he is very much behind to constantly develop himself and his craft. Our CI has always evolved over the time he's been around. In the meantime, we clearly stand out in our niche due to our visual appearance, and our ads (social media & print) have improved in their conversion by a good 30%. - Sebastian Schwenke, Managing Director
