Ready. Reset. Speedo!
Overview
Speedo had the legacy, but its domestic brand presence had been running on autopilot. As part of a new in-house creative team, we took a fragmented identity and built a cohesive, industry-defining brand system—setting the foundation for over a decade of award-winning creative.
Client
Speedo, USA
Role
Creative Director
Key Contributions
Brand Strategy, brand management, creative direction, art direction, on press management, graphic design, pre-press/ team management, post production direction/ involvement through to consumer facing
Industry
Sport Performance / Sporting Goods
Athletes
Team Speedo
Speedo Brand Playbook
The Speedo Brand Playbook was created to bridge gaps—connecting product knowledge, strategy, and marketing under one cohesive vision. It was designed to give teams a clear framework, ensuring consistency across all touch points, from retail to e-commerce to packaging. This wasn’t just about alignment; it was about setting Speedo up for the future—building a strong foundation to drive growth, maintain clarity, and lead with purpose.
Awards
- HOW Designs - In-House Design Award Winner
Challenge Coin
The Speedo Challenge Coin isn’t just a token—it’s a symbol of everything we stand for: innovation, passion, and authenticity. It’s a piece of the brand that connects us all—athletes, employees, and partners—reminding us of our legacy while pushing us toward a future of shared purpose and relentless ambition.
Brand Marks & Colors
We refined the Speedo mark to reflect its legacy of precision. The logo and color palette were simplified to ensure clarity and consistency, anchoring the brand across all product categories and environments
Iconography
A unified icon system was created and now drives packaging, e-comm, and ads, ensuring continuity across all touch points.
Core Packaging System
We refined Speedo’s packaging across every product, ensuring clear wayfinding and communication, even across the most technical items. From Dick’s Sporting Goods to team dealers, the design now delivers consistency and simplicity, making it easy for consumers to navigate.
Retail & Trade Show
We revamped Speedo’s retail and tradeshow displays to drive sales and showcase innovation. With clear product focus and strategic storytelling, we created an engaging, streamlined experience that resonated with consumers and highlighted key brand moments.
Product Tech Sheets
We created product innovation sales sheets to spark excitement for swimmers and support the sales team in driving new products at retail accounts. These sheets simplified complex product details, making technical innovation easy to digest, while highlighting the performance-driven aspects of Speedo’s latest products.
Seasonal Sales Catalogs
Our seasonal workbooks and catalogs weren’t just for sales—they became the ultimate collector’s items in the swim community. Packed with sleek visuals and product details, they were designed to grab attention, spark excitement, and keep swimmers coming back for more.
Cypress Headquarters
Speedo’s Cypress HQ is a reflection of the brand’s culture—vibrant, fluid, and full of energy. Every space, from the product displays to the sales rooms, channels the spirit of the water. Wayfinding and graphics breathe life into the brand’s legacy, creating an environment that feels as dynamic and refreshing as a swim.
Credits
Packaging/ Graphic Art Direction: Dustin Norman, Marcos Lopez, Vicky Yang
Graphic Design: Jeffrey Tuason, Grandison Taber, Brad Gill
Copy Writing: Eric Rothman, Casey Kettleson
Showroom Stylist: Chad Kincaid, Camila Jimenez
Retail Render/ Fixture Design: Juan Carlos
Athlete Photography: Aaron Okayama/ Richard Phibbs
Product Photography: Johnny Beutler
Producer: In-house
Video Production: In-House
Photo Retouching: BERMÚDEZ Studio