Sometimes a logo is too beloved to replace but needs a facelift and personality update. Such was the case for my son’s swim team, the Waterdevils. The existing logo lacked the charm of the original and didn’t reflect either the athleticism of the swimmers or the sassy yet supportive attitude of the head coach.

I took the opportunity to build a brand book suggesting a refreshed design. Merchandise is an important fundraising element for local swim teams so I also came up with a number of copy driven ideas for shirts, caps and more.