Though this "small town" team ranked top five in the country year after year, a gap existed in the team’s identity on its home turf.
According to the Membership Director, the majority of members had little knowledge of synchronized swimming as a sport, let alone that a youth program existed in their very own community center.
Because the sport is known for exhilarating choreography and potentially risky air-born stunts, a key focus while developing the identity was to inspire safety and parent confidence.
The YMCA branded color magenta, was used as the primary uniform color creating a visual hierarchy that placed synchronized swimming coaches "second-in-command" after the lifeguards (in red) on the pool deck.
The uniform system for on-deck and in-water coaches highlighted the team's core methodologies (small group instruction, underwater drills, station rotation, and water games) making every practice easy for parents and passersby to follow along.
Clean print layout designs were established to demonstrate consistency and organization to potential "new parents" (customers).
The use of white space and simple messaging are intended to transform the "new parent overwhelm" (often experienced when your youngster falls in love with something you know nothing about) into a sense of discovery and ease with space for inquiry.
