Project overview
Kim Chapman Swimming School is a well-established swim school based in Basingstoke, offering lessons for children and adults of all ages. Despite a strong reputation, their website no longer reflected the friendly, fun nature of the business.
The existing website (see below) was outdated and lacked personality, failing to represent a child-friendly swim school while also appealing to adult learners.
Kim Chapman's old website
The client brief
Kim Chapman Swimming School required a complete website redesign to better reflect the fun, friendly nature of the business. The new site needed to feel colourful, modern, and child-friendly, while still appealing to adults booking lessons for themselves.
With no existing brand guidelines in place, the brief allowed for a full visual refresh. This included colour palette, overall style, and tone of voice – to create a welcoming, approachable website that better represented the swim school and its values.
View the Kim Chapman Swimming School website
The outcome
The redesign introduced a colourful, modern, and welcoming visual identity that better represents the swim school. A balanced use of playful design elements and clear layouts ensures the site feels friendly for children while remaining professional and easy to navigate for adults.
And with a new, approachable tone of voice helps build trust with users, resulting in a website that feels more aligned with the swim school’s in-person experience.
Alternative Design
Several alternative design concepts were explored during the early stages of the project, testing different colour palettes, layouts, and levels of playfulness before refining the final direction.
Concept 1 – Drop down menu
Concept 2 – Burger Menu
Concept 2 – Expanded burger menu
