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Swim Creative is marking its 20th anniversary, two decades after a freelance designer and copywriter formed the Duluth advertising and marketing agency to pursue a tourism account.
Founder and CEO Patrice Bradley, a freelance designer at the time, and copywriter Bill Nelson had previously worked together at H.T. Klatzy & Associates. When they decided to submit a tourism proposal for Grand Marais, they needed an agency name.
One of them joked that the venture would either “sink or swim.” They chose Swim.
Since its founding in 2006, the agency has provided branding, advertising and marketing services for hundreds of businesses, nonprofit organizations and public agencies. Its clients have included Ursa Minor Brewing, Bent Paddle Brewing Co., Duluth International Airport, Visit Duluth, Essentia Health, St. Luke’s, Mike & Jen’s Cocoa, Bailey Builds and National Bank of Commerce.
“Twenty years ago, I had no idea where that first tourism account would take us,” Bradley said. “Bill and I were just excited to do great work and build something we would be proud of. Along the way, we’ve gotten to work with some incredible clients and really talented people. I’m incredibly proud of what we’ve built together — and after 20 years, I still love my job!”
The agency said its work has generated millions of dollars in regional economic activity through advertising campaigns, business development and contracts with local professionals.
Swim’s work has received recognition from the American Advertising Awards, w3 Awards and AVA Digital Awards. The agency also has helped train and employ creative professionals in northeastern Minnesota.
Swim is entering its third decade with an updated brand and an increased use of emerging technology. The agency serves local, national and international clients.
“For as long as I’ve been in advertising, technology has been changing how we work. We adapt,” Bradley said. “But what hasn’t changed — at least for me and for Swim — is the absolute joy of finding interesting ways to tell a story.”
Bradley said that focus will remain central to the agency’s work.
“We get excited about the people, places and organizations we work with, and we want other people to see what we see in them,” she said. “In a lot of ways, our job is still just saying, ‘Hey everyone, look at this!’ Twenty years in, that’s still the most fun part of the job.”
