We know two things for sure:
1. Our personality is best described as exciting, passionate and caring. If we were a car we'd be a VW Tourang; if the brand wore clothes it would dress in casual, beachside gear; it would listen to top 40 music; its favourite colour would be blue; and it's favourite food a family BBQ. We want this personality to come out clearly in the design.
2. The main reason for getting this brief out there is because we're lacking a consistent visual style. There are three main parts of the Kingswim business - Parent Child Program, Graduate and Squad - and currently they all have very distinctive styles. If you refer to the attached kingswim-3-fold.pdf you will see what we mean. Turn to the inside spread and you'll see the three very different images for each of the three divisions. Historically, what we've tended to do is see a 'cool' image and use it - without putting the necessary consideration in to the bigger picture. That is, that the three divisions are all part of the ONE brand.
I have also attached some other artwork that we currently use in an attempt to show you just how varied the brand is currently looking. Once we nail the design for this brochure we will then have a design platform to bring all the other bits and pieces in to line.
The winning designer will be the person who comes up with a creative solution to represent all three parts of our business so they look to clearly be part of the Kingswim brand - yet different enough so that they own their own space.
One suggestion is to create three sub-brands off the main logo. EG:
Kingswim Parent Child Program