Rule The Pool banner

Encouraging engagement with wearable swim tech




Creative Direction, UX & Design


Campaign identity

Dashboard UI


The challenge

Swimtag specialise in wearables for swimmers, tracking everything from swim distance and time, to stroke type. They needed an identity and UI created for ‘Rule The Pool’, a national initiative supported by Sports England to encourage swimmers to compete in weekly organised events using Swimtag tech.

The solution

The logo was created to scale across multiple platforms using a water splash to form a crown. A darker UI was created for the competition, in contrast to Swimtag’s standard lighter style, to emphasise the special nature of the site. The site displayed live and historic swim data – competition type, location and race position, swim time, and stroke type – so needed to account for multiple data types and options. Styles were additionally applied to a landing page and email designs.

Swimtag competition board
Swimtag user interface in an iPad
Swimtag 'Rule The Pool' logo