Murray Irrigation approached Thirst Creative to build a brand and extended visual identity for their community initiative ‘Learn to Swim’; a program dedicated to teaching 5-12 year-old primary school students valuable water skills and knowledge.
As the program was designed to appeal to a young demographic, ‘Learn to Swim’ required a brand presence that would be approachable, fun and relevant. Our talented design team took inspiration from the rich, native wildlife that inhabit the Murray River, developing a bright and playful platypus logo and mascot – which our team have affectionately named ‘Pip’. This creative concept was rolled out across all touch-points of the program, with our team developing accompanying extended creative collateral, and marketing assets to further progress the visual identity and presence of the brand.
When approaching the ‘Learn to Swim’ brand, it was important to our team that the initiatives community and school-centric vision grounded the projects creative concept. After exploring a variety of native Australian wildlife that inhabit the local community and surrounding area, our designers selected a platypus to represent the program to best appeal to the brands youthful audience and playful nature. Our team also developed the tagline ‘make a splash’ to support the visual logo concept of ‘Pip’, further solidifying the inviting and fun nature of the project.
The ‘Learn to Swim’ brand was applied to an extended catalogue of marketing and operational collateral, including posters, certificates, print advertisements, billboards and even a colouring-in page on the Murray Irrigation website.
The program has been a huge success, resulting in:
- – 1,353 primary school children completing the program
- – 18 primary schools and four swim clubs being involved
- – More than $13,000 in funding awarded to local schools
All within one year of launch.
Learn more about the ‘Learn to Swim’ program on the Murray Irrigation website below: