SwimaSaurus is a brand created for a children’s swimming school, where learning should feel less like a strict lesson and more like a little adventure.
The goal was to create a visual identity that would instantly build trust with parents and spark curiosity in children.
The brand needed to feel bright, kind, slightly magical, and flexible enough to be used across many touchpoints: from the logo and signage to name cards, merchandise, an illustrated map, and educational materials.
deliverables/
client/
brand identity
mascot design
children’s illustration
visual system
illustrated map
SwimaSaurus
Since SwimaSaurus is a swimming school for children, I wanted the logo to feel soft, playful, and memorable rather than too sporty or serious.
The main character became the heart of the logo: a friendly water dinosaur in a lifebuoy. He immediately sets the tone for the brand: safe, fun, and not scary for kids who are learning to swim.
The next step was creating a mascot system. I wanted SwimaSaurus to feel like a small underwater world, not just a single character.
The main character, Flo the Dino, is friendly, confident, and a little funny, helping children feel safe and relaxed in the water. Around him, I created a cast of supporting characters: Dot the pink axolotl, the Tickly Fish, Mr. Paddle Pin the turtle coach, and Stella the starfish.
Each character has its own personality, but they all share the same visual language: rounded shapes, big eyes, soft expressions, and a clean vector style. This makes them feel like part of one cohesive brand family.
After creating the logo and mascots, I designed an illustrated map to help SwimaSaurus feel like more than just a swimming school - it became a small playful universe.
The map can be used across the website, welcome materials, printed flyers, school walls, activity sheets, and even as part of a game-based learning system.
Instead of presenting lessons as simple steps, the map turns the learning process into an adventure with islands, water zones, characters, challenges, and small achievements. This makes swimming feel more emotional and engaging for children, as if they are exploring the SwimaSaurus world.
.jpg)
The result is a warm, bright, and friendly identity for a children’s swimming school.
The brand no longer feels like just another sports class, but like a place children want to return to. It now has a clear logo, a lively color palette, a full team of characters, an illustrated map, and a flexible visual system that works across different brand materials.
SwimaSaurus shows that children’s branding can be not only cute, but also strategic. It helps the school look professional, stand out from competitors, and create a feeling of safety, joy, and a little water adventure for children.
