Mercieca appointed by swim!

10 Jan 2018

By: Sport Industry Group

swim! has appointed Mercieca as its integrated creative agency following a competitive pitch.

Founded by ex-Olympic and Commonwealth Games swimmers Steve Parry and Adrian Turner, swim! tasked the Camden based agency to create a brand identity for child only swimming centres across the UK.

swim! founder Steve Parry said: “Our ambition is to challenge an issue of epidemic proportion, that currently in the UK only one in two children are able to swim by the time they go to secondary school.

“We have a huge challenge ahead of us, but the brand and identity that Mercieca has created left us open mouthed from the moment we saw it. The passion, talent and care from the team on this project has been brilliant from start to finish, and we’re going to market with a proposition which will hopefully encourage children and parents back into the pool with the best teachers, delivering a unique swimming experience that offers lasting memories.”

Mercieca worked closely with Steve and his team to create swim! to deliver a family first environment that redefine the way children in the UK learn to swim.

The first swim! centre opened in Warrington at the end of 2017, with the ambition to open a further five locations over the next few years.

Mercieca director Gemma Oakes adds: “From the beginning this has been a project that has been hugely important to us. As a team we all had memories of our own swimming experiences as children, and were shocked to see stats showing such a high number of children in the UK can’t swim – an important life skill. We’re over the moon with the direction that we’ve taken the brand in and look forward to supporting swim! as they expand over the coming months and years.”