Project Notes

From murky misconceptions to crystal clear communication

Dive into our collaboration with Pool Surface Coatings as we renamed, rebranded, and relaunched them as innovators in their field.

The Brief

Pool Surface Coatings, a company specializing in pool deck surfaces, faced significant branding challenges. The company’s name caused confusion among potential clients who mistook them for experts in pool coatings rather than pool deck surfacing. This misunderstanding hampered their ability to convey their expertise in transforming poolside areas with their innovative product, AquaFlex. To address this issue, Pool Surface Coatings needed a comprehensive rebranding strategy that included renaming the company and clearly establishing AquaFlex as the premier solution for pool deck surfaces.

The Execution

After devising an extensive renaming strategy for Pool Surface Coatings, we facilitated the selection of a new name: Deckology. This name was chosen to succinctly convey the company’s specialization in pool deck surfaces while emphasizing their dedication to advanced materials and craftsmanship.
Following the renaming process, we developed a modern and distinctive logo for Deckology. The logo design integrates elements symbolizing durability, innovation, and aquatic environments. It features a stylized letter “D” integrated with visual elements that evoke poolside ambiance, reinforcing Deckology’s leadership in pool deck solutions.

In addition to the logo, we redesigned Deckology’s website to serve as an informative platform showcasing AquaFlex’s benefits and Deckology’s expertise in pool deck surfacing. The revamped website includes intuitive navigation, detailed product information, and case studies highlighting AquaFlex’s superior qualities such as durability, slip resistance, and aesthetic appeal.
Furthermore, we conceptualized and designed custom gift boxes to present and launch the new brand. These boxes showcase AquaFlex’s product benefits and serve as tokens of appreciation, aimed at building new connections and renewing existing relationships with potential clients.

The Result

Through these strategic initiatives, we successfully realigned Deckology’s brand identity with AquaFlex’s unique selling points, clarifying their specialization in pool deck surfaces. This repositioning has enabled Deckology to attract discerning clientele seeking high-performance and visually appealing pool deck installations, solidifying their reputation as innovators in outdoor leisure experiences.

Let’s talk about your project

Next steps

  1. We’ll ask key questions

    We are hyper-efficient at synthesizing your core needs.

  2. We’ll draft a proposal

    We can harness the expertise of our local + global team.

  3. We’ll present the plan

    We will show you how to turn ideas into scalable action.