How do you create consumer awareness for a residential pool-building brand when that brand is often confused for its identically named corporate parent? Aquatech was a 50-year old, member-owned buying group with more than 250 members. As the company grew, it introduced new brands. Unfortunately, while its other brands remained unique, the Aquatech brand created confusion because it doubled as the corporation’s name. By referring to the Aquatech brand, no one understood if it was the corporate entity or its residential builders.
We created a unique parent identity that enabled the company to showcase its growing portfolio of brands, differentiate between corporate operations and consumer-facing activities, and still attract prospective new members. The new identity enabled the organization to speak as a unified voice and established industry leader to those trusted partners who do business with members across one or multiple brands. United Aqua Group captured both the strength and sense of completeness in the market necessary for its to grow and become uniquely positioned in their respective markets.