Swimstars London
Role
Lead Designer/Developer
Scope
UX/UI
Wireframes
Web Design
Web Development
Brand Guidelines
Tools
Adobe Creative Suite
Sketch
InVision
WordPress
Year
2021
About
Swimstars London is a boutique swimming coaching service where instructors visit clients at their own pools, providing personalised lessons in a convenient and private setting. The service focuses on professional, high-quality instruction while delivering a premium, client-focused experience.
Approach
I led the branding, visual identity and website development for Swimstars London. This included designing a refined logo, creating a cross-media style guide, and building a WordPress website integrated with WooCommerce to manage bookings, payments and client communications. I ensured that every touchpoint, from print materials to the digital booking experience, reflected the company’s ethos and professionalism.
The Challenge
The main challenge was to create a brand and online presence that conveyed exclusivity, trust and professionalism while remaining approachable for clients of all ages and skill levels.
Swimstars London needed a cohesive identity across physical and digital touchpoints, and a website that could streamline client bookings without feeling impersonal or transactional.
Approach
I developed a refined, modern brand paired with a full style guide to ensure consistency across print, digital, and promotional materials. Colour palettes, typography and visual elements were chosen to communicate professionalism, calmness, and accessibility, while supporting the premium positioning of the service.
For the digital experience, I built a WordPress website integrated with WooCommerce, enabling secure and easy booking, payments, and client management. The site was designed to be simple and intuitive, reflecting the personalised nature of the coaching service while reinforcing the brand’s visual identity.
Impact
The project resulted in a polished and cohesive brand identity that strengthened Swimstars London’s market positioning and communicated trust, professionalism, and exclusivity. The website streamlined bookings and client management, improving operational efficiency and creating a seamless online experience for clients. By unifying the brand across both online and offline touchpoints, Swimstars London now presents a consistent, premium service to existing and potential clients.