Case Study: FINIS, Inc. achieves a fresh, consumer-friendly brand identity with Brandfolder

FINIS, Inc. - Customer Case Study

FINIS is a premium swimming brand known for technical innovations like the Swimmer’s Snorkel and Monofin. Facing a challenge to broaden its appeal beyond elite athletes, the small in-house creative team needed to refresh the brand so it felt more consumer-friendly and accessible while retaining its innovative, high-end identity.

They launched a brand refresh centered on the “Simplify Swimming” tagline, brightened the visual identity (notably with a signature yellow), and leaned into storytelling, coach partnerships, events and hands-on product education. The result: stronger recognition on pool decks, deeper relationships with coaches and ambassadors, higher engagement at industry events, and a more approachable, yet still premium, brand that better connects with a wider range of swimmers.

FINIS, Inc.

John Mix

CEO and Co-Founder