McArthur Pool Co. Visual Identity


McArthur Pool Co. is a pool mainteance and repair company in Arizona. They were starting completely new and needed to establish a visual identity that would last for a very long time.


- Visual Identity
- Strategy

Phase 1: Strategy and Moodboards

Because I couldn't go through a traditional strategy phase with the client due to budget constraints, I needed to conduct a condensed version where the basic strategy of the brand is established. With that basic strategy in place, I can create moodboards that portray a visual style for the brand identity.

Phase 2: Concepting V1

The first round of concepting consisted of experimenting with different styles, shapes and colors while still remaining within the strategy laid out in phase 1.

Phase 2: Concepting V2

The first round of concepting revealed numerous directions that were viable to explore further. I took those directions and fleshed out the concepts fully to see which one was the most successful.

Phase 2: Finalizing Visual Identity Basics

After deliberation from the client, a primary and secondary logo were approved from the final concepts presented in phase 2. Colors and typography were finalized to complete the basics of the visual brand identity.

Phase 3: Style Guide Creation

The style guide laid out the foundations for the brand identity clearly and simply. Any important brand information regarding colors, logos and typography are contained in one detailed document.