Aquatic Sports is a premium swimwear and water sports brand specializing in high performance athletic gear. Designed for serious swimmers and water athletes, their professional swimsuits are made from PBT, a textured polyester known for its exceptional durability, chlorine resistance, and long lasting elasticity. My role was to craft a distinctive visual identity and responsive e-commerce website that highlights their unique material advantage while offering a seamless and intuitive shopping experience.
In a market dominated by legacy brands like Speedo and Arena, it was challenging for a new entrant like Aquatic Sports to stand out. The key issue was brand invisibility, there was no strong visual identity to signal performance, quality, or innovation. On top of that, the brand lacked an online platform that could support product discovery and guide users toward gear that fit their needs.
I focused on helping Aquatic Sports carve out a clear position in the saturated performance swimwear space. Through strategic branding, I developed a visual language that evoked movement, power, and precision, essential for competitive swimmers. I also designed a website experience that prioritized intuitive navigation and clear product storytelling, complete with a custom “Fit Finder” tool that helps users input body measurements to get tailored size recommendations. This dual focus on identity and usability helped bridge the gap between product quality and user trust.
To establish a memorable brand presence, I drew inspiration from the evolution of Olympic sport iconography and the dynamic forms of aquatic motion. The final logo combines a lowercase “a” with an abstract, wave inspired symbol, hinting at both the sport and the water itself. The color palette features deep blues and energetic accents, projecting confidence and motion. The typography leans toward geometric sans-serifs, giving a technical yet approachable tone.
I began with a competitive audit of top-tier swimwear brands to identify visual cliches and opportunities for differentiation. Then I sketched multiple identity directions before testing the strongest concepts with users. For the website, I created detailed wireframes and tested key flows, especially the Fit Finder tool, using moderated sessions to uncover friction points in the user journey. These insights shaped refinements that made the experience more intuitive and confidence boosting for shoppers.
• Figma - for wireframes, visual identity design, and responsive web layouts
• Photoshop - for product mockups and brand visuals
• Useberry - for remote user testing and feedback collection
• Illustrator - for logo refinement and scalable vector assets
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Aquatic Sports’ professional suits are designed to beat the competition. Every suit is made from the highest quality swimwear fabric and is resistant to fading, stretching, and the corrosive effects of salt water.
See available swimsuits or filter out the side bar for easier and more specific search.
On product page users can read reviews, swimsuit's characteristics, and choose the swimsuit that will perfectly fit by typing their body measurements in the box.