VODA

Stage 1 research/interview: The project team conducted a study of the swimming school category. We identified a promising direction. And during the interview with the founder and coach of the school, we captured the unique nature of the approach to teaching. The main principle: learn not to be afraid of water! This is a basic rule for a child. Learn to swim, learn to be friends with water.

Stage 2 strategic: Developed positioning: a children's swimming school will teach you not to be afraid of water. Therefore, we chose the "basic" naming option, while it is the most watery of all possible. Next, the naming found its visual form: a logo and characters - droplets of water. Communication message: Look how great it is to swim, don't be afraid, come swim with us!

Stage 3 communication: Developed communication templates on the social network (Instagram*(*запрещенная в России соцсеть; принадлежит Meta, которая признана экстремистской и террористической организацией в России) page) and merch for the swimming school. Creation of merch for a swimming school: branded swimming caps, uniform bags and created transfer stickers for children (welcome pack).

Ambassador effect: transfer stickers became an advertising medium for the brand. Children were happy to talk about visiting the swimming school in kindergarten and school and to their friends in the yard.