It turned out that 47% of people in Moscow feel insecure and unconfident when they come to swimming pools. Some of them think that swimming is difficult and they won’t succeed in it, some are afraid of deep water, many of them are ashamed of their body imperfections or disabilities and feel embarrassed being undressed. Is it possible to show that we are all equal in the water? «SELF Club» addressed us to create new identity which would attract more people to the pool.

«SELF Club» is a unique sports complex in Moscow with a large and specially equipped swimming pool. Its properties allow conducting a great variety of water classes for the real diversity of people and their needs. The extensive list of water training includes individual, group and inclusive classes on different levels of skills. People of different age, gender, weight and physical abilities can practice synchronized swimming, water aerobics, diving, therapeutic swimming and even yoga under water. We have created visual identity that convey the atmosphere of friendliness and ease, show people the wide range of programs they can choose and encourage them to try water classes.

We chose simplicity and friendly irony to break the barriers and created a visual language, telling people that water makes things easy and people equal. Focusing on the physical properties of water, optical illusions, the sense of depth and the dynamics of objects, we opted to communicate the variety of water classes for all kinds of people. Thus, we announced that «SELF Club» is the believe-in-yourself and love-yourself club.

More than 90% of Moscow sport clubs are not inclusive. There are particularly no possibility for people with disabilities or any imperfections to feel themselves comfortable while doing sports. The developed identity helps people to understand the diversity of classes offered. The idea leaded to creation of the extensive list of water trainings and expanded the understanding of health importance.