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urSwim

UrSwim is a comprehensive swim instruction and water safety organization that offers a range of services related to swimming and pool management, founded by Marina Mentzel.

THE LAUNCH Playbook

urSwim came to us with an existing brand and a growing operation. The foundation was there, but the identity needed to evolve to match the scale and ambition of the business. The visual system lacked depth, the digital presence did not fully reflect the energy of the program, and there was no marketing infrastructure in place to drive consistent growth across locations and service lines. To move forward with clarity, the brand needed a refresh and a complete marketing system built around it.

background:

The Challenge:

urSwim is not a single-service, single-location business. It operates across multiple markets, serves several distinct audiences including parents of young children, adult learners, event hosts, and facility operators, and offers a range of services that required separate but cohesive communication strategies.

Growing this required more than a visual update. It required a deepened brand system, a functioning marketing engine, multi-channel execution, and the kind of strategic oversight that keeps every moving part aligned. The challenge was to build all of it in a way that could hold together as the brand scaled, while collaborating effectively with other teams handling lead generation and booking operations.

Solutions:

Key wins included:

CFO Function: Served as a strategic financial partner to the business, providing the financial oversight and analysis needed to connect marketing investment to real business outcomes and support sound decision-making as the brand scales.
Brand Refresh: Elevated the existing identity with animated logos, custom iconography for swim levels, a refined color story, an updated style board and style guide, and photoshoot direction that gave the brand a consistent and ownable visual language across every platform.
Location Brand Guidelines: Developed interior brand guidelines for urSwim locations, ensuring the in-person experience feels as intentional and cohesive as the digital one.
Brand Collateral: Designed and produced a full suite of brand collateral spanning digital and physical formats, from print ads and marketing materials to event infrastructure including tents, flags, banners, and branded merchandise.
Copywriting: Established a clear, consistent brand voice across all touchpoints that speaks directly to families, adult learners, and facility partners without losing warmth or clarity.
Website Blueprint and Design: Architected and designed a website that organizes urSwim's full range of services clearly across multiple locations, so every visitor finds what they need and moves toward booking with confidence.
Email Marketing: Managed ongoing email marketing across corporate communications, staff updates, and seasonal campaigns, building a consistent channel that keeps families engaged and supports enrollment at every stage.
Lead Magnet: Created a lead magnet pathway to capture interest and grow the email list, turning site traffic into ongoing relationships.
SEO Optimization and Google Analytics: Implemented SEO best practices and analytics tracking, achieving meaningful rankings for high-intent keywords across Long Island and Connecticut markets and establishing organic search as a reliable acquisition channel.
Social Media Templates and Strategy: Built a content system with templates and a clear strategy that gives the brand a consistent, recognizable presence across platforms.
Blog Content: Produced editorial content that became one of urSwim's most consistent organic growth drivers, building authority across swim education, safety, nutrition, and adult swim topics.
Marketing Audit: Conducted a comprehensive annual marketing audit across email, social media, paid media, SEO, and blog performance, identifying what was working, where gaps existed, and what structural changes were needed to move from fragmented channel activity to a unified, scalable marketing system.

We serve as urSwim's marketing head, owning brand, creative, and marketing strategy while working in close coordination with the wider team responsible for lead generation, booking systems, and operations. Our role is to ensure every channel, campaign, and communication works together as a cohesive, intentional system.

The Result:

urSwim now has a brand and marketing operation built to match the full scope of what it offers. The identity is cohesive across every touchpoint, from the digital experience to the physical environment inside each location. Families can find a location, understand the options, and enroll without confusion. Facilities and event hosts can identify the right service and get in touch quickly. With a dedicated marketing head overseeing strategy, creative, and channel performance, and clear coordination across the broader team, the brand operates with alignment and intention at every level. What began as a brand refresh has grown into a full marketing partnership built for long-term scale.