THE CLIENT: SwimWell Los Angeles | THE TEAM: Hogan Johnson, Creative Director & Account Manager | MY ROLE: Concept Generation, Lead Design
Working with one of my colleagues and close friends, I developed a logo for SwimWell, an independent swim instructor in the Los Angeles area.
The name SwimWell is derived from the owner’s last name, Wooliever, which means “to live well” in Alsatian. Eric’s passion to help others in his community live well is reflected in his drive to teach kids how to have confidence in the water.
I developed a sporty and friendly mark that captures his Alsatian heritage and connects to the young, active spirit of L.A. While this didn’t end up being the final iteration of the logo, it was my favorite concept.
Inspired by his family’s heritage and his love of Los Angeles, I balanced bold, Swiss-style typography with an active script that mimics the grace of a confident swimmer.
Vintage athletic wear was also a source of inspiration, as can be seen in this exploration of badge marks; the gradation of colors reflect a sunset over the Pacific Ocean.