When creating the identity for Swim Ireland’s ‘Learn to Swim’ campaign we decided to include a passport as a device that would enable each kid to map their own journey.
Stories show us far-flung places, extraordinary people and eye-opening situations that expand and enrich our world. Using the narrative arc of an adventure story and the idea of a passport, the kids can map the progress of their journey. Each adventure is enriched with various landscapes, mascots, tricksters and nemesis. The hero of the story however, always remains the kid. Their goal, learn to swim.