Baby Otter Survival Swim Academy (BOSSA) provides a service that is relatively new and extremely unique in their arena. They don’t just provide swim lessons; rather, as their tagline states, they teach young children and toddlers how to be capable and confident around water. The challenge they were facing when they came to us was how to be crystal-clear about that and how to distinguish themselves from similar services.
What became obvious during research and strategy was that there is a world of difference between regular swim lessons and the incredibly-specific and -important service that BOSSA is providing. Most importantly, their target customer was extremely aware of that difference. Clearly, then, the best way for BOSSA to highlight what sets them apart was simply to say so.
While the BOSSA brand is obviously child-centric, at root they understand themselves to be educators and partners with parents to make children safer. For that reason, it was important to develop a brand that, rather than being silly or immature, conveys the dignity and gravitas that an educational service inheres. Just as importantly, the new brand needed to be something that resonates and connects with the parents whom BOSSA seeks to serve.