Manta

Overview

Three swimming schools in Brasília, one ambition: become a single, unified brand. The partners came to us looking to merge their operations, each with its own audience and culture, into something bigger and more cohesive.

I collaborated with the strategists on the strategy, verbal identity and naming process, conducting research and participating in key checkpoints throughout. One insight stood out across all audiences, children, adults, and seniors alike: other schools taught people to swim, but none made them feel like they belonged. And the audience range was wide, from someone looking for a fun activity to a competitive athlete training for championships. That became the foundation of everything.

The brand was built around community and warmth, with a personality that balances fun and responsibility. The slogan Crescendo nado a nado, a play on "lado a lado" (side by side), anchored the brand's purpose: growing alongside every student, one stroke at a time.

From there, I led the visual identity and brought the brand to life across all touchpoints: signage, uniforms, business cards, and more, translating the strategy into a consistent, recognizable presence.