SOUL CAP
Brand strategy and creative direction for SOUL CAP, reimagining swim culture through product, storytelling and advocacy.
The work
Working with SOUL CAP across brand strategy, identity creation, product development, ecommerce, communications and campaigns, the focus was on positioning the brand as a bold disruptor within the swim industry.
The product range was expanded from swim caps to accessories and swimwear, while the brand narrative centred on grassroots swim education and the wider cultural conversation around diversity in swimming. Every element was shaped to bring together style, function and purpose.
The impact
This direction established SOUL CAP at the forefront of change, with press coverage in VOGUE, BBC and SkySports, collaborations with adidas, Disney and London Men’s Fashion Week, and a PR strategy that amplified the founders’ voices through interviews, speaking opportunities and personal storytelling.
Alongside this, a community-first social media strategy grew the brand’s Instagram following by 633% in one year, creating a space for connection and representation.
The result was a brand that not only broadened its product offering but also became a cultural force for visibility, representation and impact in and out of the water.