Brief: Create an identity to launch a new fundraising swimming event to all Australians (Male/female, young/old) We needed people to sign up to swim laps through the month of March to support their own mental health and raise money to help others. With 1 charity for every 448 Australians, the identity needed to command attention and cut through a cluttered and competitive sector. Solution: By inserting a unisex swimmer, mid over-arm stroke, into the word mark, we quickly identified this new event as a swimming event (not a running event) and created custom iconography for use across a range of promotional materials. We used high impact, aquatic colours to create an active, fun and feel-good campaign that was resoundingly endorsed by all.