The Problem
Youswim launched in 2018 with a bold idea: one-size swimwear that adapts to bodies from US sizes 2 to 12. Designed to move with the natural changes of life—aging, transitioning, pregnancy, recovery—Youswim quickly earned a loyal following by redefining what it means for a swimsuit to fit.
As the brand expanded to support US sizes 14 to 24, a new challenge emerged:
The task wasn’t just logistical—it was deeply emotional. This was about honoring the lived experiences of a broader range of bodies while evolving the brand in a way that felt seamless, inclusive, and true to its values.
The Approach
I worked in parallel with a full brand refresh and eCommerce redesign to build a future-facing brand strategy—one that could grow alongside the people Youswim serves. Drawing on community interviews, customer feedback, and thousands of reviews, one insight rose to the surface:
In Practice
From that insight, I developed a holistic communications and experience framework that grounded the brand in body neutrality, emotional resonance, and radical specificity which included:
Introducing a new sizing system called Stretch, built around the adaptability of Youswim’s fabric. Stretch I fits US sizes 2–12, and Stretch II fits US sizes 12–24—an intuitive, flexible alternative to rigid size labels.
Replacing reductive sizing language (“apple,” “pear,” “plus-size”) with clear, affirming language that recognizes the complexity and beauty of all bodies.
Featuring real community stories to ground the brand in the lived experience of fitting in—often for the first time.
Creating brand voice guidelines to ensure consistency across every customer touchpoint—from social to product detail pages to post-purchase messaging.
Establishing a messaging framework to guide how Youswim speaks about and to their community—emphasizing inclusion without flattening difference.
Expanding casting to reflect a broader range of sizes, abilities, ages, and expressions of movement.
The Outcome
Youswim’s brand now reflects the fullness of its promise: to support bodies through their ebb and flow. The new sizing system removed friction from the shopping experience and empowered customers with clearer, more affirming options. Language shifted from vague and coded to specific and celebratory. And across platforms, the brand began speaking more directly—and more humanely—to the people it serves.
What started as a product innovation became a brand evolution. By grounding Youswim in body-neutral strategy and emotionally resonant storytelling, we helped the brand expand its reach without losing the intimacy that made it beloved in the first place.
