Wellington Storm Swim Team

Wellington Storm Swim Team is a competitive swim program in Wellington, Florida, led by owner and coach Adam Epstein. The goal was to create a distinctive, long-term identity for the team, one that felt strong and competitive enough for an 18-year-old swimmer headed to Olympic Trials, while still feeling exciting and approachable for a six-year-old at their very first meet.

The name itself presented an interesting creative challenge. “Wellington Wave” may have been the natural choice for a swim team, but with the name already associated with another local sports organization, the Storm identity needed to feel unmistakably its own. Rather than relying on the typical wave-centric imagery seen throughout swimming, the final direction leans into the energy of a Florida storm: lightning, rain and cloud elements paired with subtle references to water and movement.

The resulting identity centers around a bold STORM wordmark, using an electric yellow accent and storm-inspired details against a palette of deep navy and layered blues. The system was intentionally designed to feel athletic and modern rather than like a traditional youth-sports mascot, giving Wellington Storm an identity that can grow with its swimmers and remain relevant at every level of competition.

Because a swim team brand has to live on so many different surfaces, creating a single logo was never going to be enough. The final identity includes primary logos for both light and dark backgrounds, secondary variations, simplified wordmarks, one-color options and standalone marks for smaller applications. The expanded system is especially important because of the brand’s bright yellow and light-blue elements: a treatment that pops beautifully on a navy team shirt or swim cap may need an alternate version to maintain the same contrast and readability on white or light-colored merchandise.

From swim caps, team suits and shirts to hats, sleeves, bags, warm-ups, signage and digital graphics, each variation gives the team the flexibility to choose the mark that works best for the application without losing a cohesive visual identity. The final color system includes six coordinated brand colors with RGB, CMYK, HEX and Pantone references to help keep the identity consistent across digital and printed team materials.

The result is more than a single logo: it’s a complete visual system built to give Wellington Storm Swim Team a recognizable identity throughout Wellington and wherever its swimmers compete.