Case Study
Creative Consultant, 2021 - Present Client: Tiburon Swim Academy
Brand Design
logo system, brand colors and typography, brand voice guidelines, photography guidelines
Website Design/Build/Administrator
Squarespace website of ~15 pages, weekly updates, ~7 - 8k viewers per month
Print Materials
business cards, flyers, signage, swim team banner, promotional products
Social Media Strategy
Worked with the Tiburon Swim Academy Media Team to grow Instagram account from scratch to ~8k followers, with a viral reel with over 45M view
Communications
Designed email newsletter on Mailchimp with 4500+ contacts, Google Business oversight, Linktree udpates, Front Desk Attendant
Apparel Design
employee uniforms, swim team uniforms
2021
Deliverables: New Logo for CoachAdam.Fun
Coach Adam and his brother Domenic owned a thriving sports business that was forced to shut down most of its operations when the pandemic hit. They were able to keep their swimming business open and grow it significantly through the use of masks and a special residential location for their pool.
Their original logo was a turtle with each of its panels housing a piece of sports equipment.
First Rounds of Concept Presentation
A theme of the conversation was that although their business was capable of operating across so many different sports, they didn’t need to let that be their defining factor. We talked about how ubiquitous Nike’s logo is across all athletics and activities, and how their iconic swoosh contains not one reference to sports equipment.
I wanted to show them how all of the elements together were too much and how it could look if you removed one element at a time. I wanted to show an icon logo as well that would be recognizable and purely Coach Adam’s. Although the concept presentation is less polished than my present one, it was very thought provoking and raised some important questions for Coach Adam’s business.
New Direction!
New Client Name: Tiburon Swim Academy
New Deliverables: Logo Design
As we talked about his five year plan (a question that I ask in every logo design and redesign) Coach Adam came to the realization that focusing in on the swim school side of his sports business was the way to go.
We ended up scrapping the CoachAdam.Fun logo altogether in favor of a logo that just belonged to Tiburon Swim Academy.
When I found a typeface called Sharktooth, everything started feeling right. I had recently watched a workshop with designer Aaron Draplin about logo design. He talked about holding shapes and how they can bring together a design. That was a big influence here.
It felt great that they liked two of my ideas so much and I felt confident in telling them that a primary and secondary logo is actually a great way to go.
A decision is finally reached, and a new logo system is born!
Like many other brands, Tiburon would have a primary and a secondary logo. It would be versatile and able to be used in multiple locations. It would have three primary colors with Sharktooth font and circling sharks represented in both formats. We added Omnes as the primary font for the website to help add some friendliness and fun to Sharktooth’s sharper more aggressive style.
2022 - Website Administrator
I stayed on to work with Tiburon to design & build their website using Squarespace the entire step of the way, and still do website administration for them to this day!
At the end of 2022 I had a son Miles. I took time off form Tiburon to take care of him and they sent me the sweetest gift basket for the baby. It was totally unexpected and so appreciated.
Since the start of the website, many pages have been designed and added for new programs, events, promotions, merch, locations, and team members.
Web traffic has grown significantly since I began working with them and their website sees 7-8k visitors per month.
Flash Forward to August 2026
Since I began working there, I have had the privilege of helping shape Tiburon Swim Academy’s reputation in the community for being the go-to swim school for confidence building, skill building, and excellence in coaching.
Their email newsletter (which I write) now has 4500+ subscribers, their social media accounts (which I help develop strategy for) have grown 7500+ followers, and they coach 1300+ swimmers each week in their three pools. They also staff fifty people who are all committed to making the experience of learning to swim as safe and frictionless as possible.
The founder of Tiburon Swim Academy, Adam DiTullio is truly an example of bringing his vision to life and it has been fascinating to watch him work. He guarantees to teach anyone how to swim in two weeks, but 99% of the time he only needs one.
Client Testimonial
"Kali is great! She will get you where you want to go. We started with Kali to help our website and logo. With her it was all about the process, for me specifically I have many ideas so she was able to pull out everything I wanted and then she directed me on how to refine my idea to one clear, distinct logo. We love our logo now.
She turned our beginner website into an amazing place for our customers to understand our business and navigate our offerings as well as aesthetically pleasing . We think Kali is great and we try to hire her for as many projects as we can, including website maintenance and consulting on my social media department. I would recomend her service to any small or big business."
- Coach Adam, Owner & Founder of Tiburon Swim Academy