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“Prior to the 2008 Bejieng Olympics Speedo launched the LZR RACER - the most revolutionary performance swimming suit ever made. In order to leverage positive news of the record breaking achievements of LZR athletes and position Speedo as the brand leader of swimming, I opted to redesign the entire LZR series. The packaging line took on a more modern look with white/silver colors and minimalist typography emphasizing the world breaking times each Speedo athlete achieved. Every package featured a world record time and story which tied back to a LZR website. On the website, users could study training schedules, review/buy product, interact on live chats with athletes, and most importantly keep track of personal LZR times in a member section.”
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