USA Swimming is the national governing body for competitive swimming in the United States.

Brief:
USA Swimming faced the monumental task of uniting a season-long swim meet series, each boasting their own unique identity, under one flexible design system. Armed with the challenge of harmonizing the USA Swimming logo, sponsor logos, and an event star rating under one cohesive brand identity, our team embarked on a journey of creativity and innovation, resulting in a fluid and dynamic solution that surpassed all expectations.

Solution:
We created a cohesive design system that included championship event badges and a comprehensive brand kit. Symbolizing the pursuit of excellence and the spirit of competition, the centerpiece of our approach was the fluid, athletic forms of swimmers. We encouraged USA Swimming to explore the flexibility of their new design system, allowing them to break apart badge elements and adapt the visual identity to various mediums with effortless ease.