Moonlit Swim Club

A club for swimming under the stars

Moonlit runs lantern-lit night swims in a restored lido, with a DJ and hot chocolate on the side. They came to us with a waiting list, a spreadsheet and a phone that wouldn’t stop ringing.

The problem

Everything about the club felt special except the way you joined it.

• Lanes were booked by phone, one call at a time.

• The old logo looked like a leisure-centre sign.

• Nobody online could tell when the next swim was.

The process

We built the brand around the moon itself: a logo that changes with its phase and a deep-blue palette with a warm lantern glow. The Framer site opens on the next three swims and one button, “Book a lane”.

Before the big announcement, booking opened to fifty members. They found the bugs first, and then they told everyone else.

The result

Members now book a lane in under a minute, and the phone has finally gone quiet. Membership sold out in two weeks, and the waiting list has its own newsletter, called “Still Dry”.