Swimming Australia has launched a new consumer brand platform, SWIMAUS, via Publicis Worldwide.
The new platform comes nine months after the agency was awarded the Swimming Australia full-service account, and is part of phase one of the organisation’s recently launched ten-year roadmap to 2032, alongside a re-energised vision and strategy for the brand.
As Swimming Australia’s agency partner, Publicis Worldwide worked to design a modern, simplified brand that would set the foundation for strengthening the presence of swimming in Australia. Symbolising ‘rising out of the water’, the SWIMAUS brand will launch via Swimming Australia’s newly optimised website, aiming to engage communities across the country, reimagining events, and elevating the profile of Australia’s most successful sporting team, The Dolphins.
The launch of the SWIMAUS brand coincides with the Australian team’s successful run at the 2022 Commonwealth games, bringing home a haul of 65 medals. Their performance aligns with CEO of Swimming Australia, Eugenie Buckley’s new vision for the brand: ‘to be globally admired for our performance in and out of the pool’.
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Eugenie Buckley, Swimming Australia CEO, said: “This roadmap and renewed vision is focused on the aspiration for Swimming Australia to become the world’s most successful and loved team, by looking after the wellbeing of our athletes first and foremost, as well as the planet through environmental initiatives. We believe we can achieve this by forging strong strategic partnerships with organisations who share in our ambitions.”
Publicis Worldwide’s managing director, Simone Waugh, said: “Swimming Australia is setting the right foundations to create a brand of strength for the next decade in sport. It is supporting women in sport, creating the most sustainable sport, and inspiring participation around the nation, as we build the greatest swim team in the world with The Dolphins. Swimming is the first activity many Aussie kids do even before walking; and with the growth we’ve seen in participation in the pool and in our oceans, it’s also the activity Aussies continue to do right through to older age. It’s time for Swimming Australia to celebrate this love of swimming as a nation and create legacy for the next generation of swimmers”.
As part of the roadmap, Swimming Australia will be seeking partnerships focused on helping to make the sport the most environmentally sustainable in Australia, targeting for carbon neutral venues and events before 2032. There will also be significant focus on building The Dolphins brand and the world-leading Performance Hub system they train in – including coaches, wellbeing, physiotherapy, and sports science.
Publicis Worldwide has also created the brand marks and positioning for two international swimming events coming to Australia in 2022, including ‘Duel in the Pool (AUS vs USA)’ on the 20th to 21st of August in Sydney, and the FINA World Short Course Championships, taking place on the 13th to 18th of December in Melbourne, where more than 180 countries will be sending their fastest swimmers to compete in Australia’s Summer Showdown.
Credits
Eugenie Buckley, CEO Swimming Australia
Jodie Hawkins, EGM – Commercial & Marketing Swimming Australia
Kate Leece, Account Director Publicis Worldwide
James Ansell, Digital Experience Director Publicis Worldwide
Ryan Petie, Executive Creative Director Publicis Worldwide
Dan Braithwaite, Design Director Publicis Worldwide
Simone Waugh, Managing Director Publicis Worldwide