When someone thinks “start-up”, we don’t usually think of giant swimming pools. Big Blue is that pool, and this brand was so new that my team and I had to build the brand up from scratch.
I found Big Blue to be unique because it has two audiences—the kids (who interact with the brand) and the parents (who hold the purchasing power). When initially concepting the new platform, I wanted to capture the wonder of a child while communicating the benefits to the parents.
The first thought was to create a platform about learning to swim for safety reasons, but the team quickly realized that “safety” was table stakes. Every swim school preaches about safety, so we needed to think beyond that. We came to the idea that learning to swim isn’t just about safety, it’s about kids gaining the confidence to overcome what scares them, and bringing that confidence outside the pool and into their lives forever.
That in mind, we gave them two platforms.
Where Fish Learn To Fly
Watch Me
When coming up with the platform, I created two headline approaches. One that communicates inspirational messages to the kids…
…and one that started with words of doubt, but finished with words of positivity.
