Brief: How can Speedo engage the general fitness consumer?
Client: Speedo (University set brief)
In contrast to Speedo's current visual codes and language, which focus heavily on competitive and professional swimming, the Gym In Style / Swim In Style campaign celebrates friendship, fashion and functionality, emphasising the versatility of Speedo's H2O Active Hydra Fizz range and allowing the brand to realign itself in terms of how it is percieved. Appealing to a more fashion conscious, trend driven consumer this new style of visual langiage intects a sense of coolness and community into the overall brand experience, helping it to expand into the activewear market and ultimately engaging the general fitness consumer.
We were also required to create a visual report documenting our consumer and trend research, idea generation, creative concept and development, final execution and marketing plans. Excerpts of this can be found below.