Superior Pool — Rebrand & Visual Identity System
I worked on the rebrand and visual identity system for Superior Pool Spa & Leisure, a Canadian commercial pool and amenity operations company with more than 50 years of industry presence.The goal was to move the brand away from an older, dated visual identity and create a cleaner, stronger, and more scalable system that could support both its traditional pool service background and its newer technology-driven direction.
I redesigned the logo, developed brand applications, and created a wide range of marketing materials including posters, brochures, catalogues, labels, lifeguard recruitment visuals, email campaign graphics, and selected web visuals.My design approach focused on keeping the brand connected to water, trust, safety, and pool operations, while making it feel more professional, modern, and suitable for commercial property managers, condo boards, and aquatic facility operators.
The original logo had strong recognition value, but it felt visually dated and difficult to scale across modern brand applications. My goal was not to remove the brand’s existing identity completely, but to rebuild it into a cleaner and more flexible mark.I kept the core visual associations — water, swimming, safety, and pool operations — while refining the symbol, typography, colour system, and overall structure. The updated logo was designed to feel more confident, more readable, and easier to apply across print, digital, uniforms, signage, and marketing materials.
After redesigning the logo, I extended the identity into a practical brand system. The blue palette was kept close to the pool and water category, but the overall treatment became cleaner, bolder, and more commercial.
I applied the new identity across corporate materials such as letterhead, folders, and presentation-style documents. The layout was kept clean and spacious so the brand could feel professional and reliable, especially for communication with property managers, condo boards, and commercial clients.
I designed brochures, catalogues, and service materials to communicate Superior’s pool and spa maintenance packages more clearly. Because the information could easily become dense, I used structured sections, clear pricing blocks, icon-based service lists, and strong visual hierarchy to make the content easier to scan.The goal was to make the service offering feel organized, trustworthy, and easy to compare, while keeping the brand visually connected to water, commercial properties, and amenity management.
I also created advertising visuals for different brand and service campaigns. These pieces needed to feel more promotional and eye-catching while still staying connected to the core Superior identity.
I designed this recruitment campaign to help Superior Pool attract lifeguard applicants through a more energetic and approachable social media visual. The layout uses pool-inspired colours, rounded image frames, water textures, and friendly messaging to connect the role with summer, teamwork, and safety while keeping the design consistent with the updated brand identity.
I designed this email campaign to promote Superior Pool’s seasonal service packages through a clear and conversion-focused format. The content was structured around common pool management problems and paired with direct messaging, supportive imagery, and strong call-to-action buttons to guide the reader toward action. Visually, the campaign stays consistent with Superior’s refreshed brand identity through its colour palette, typography, and aquatic-themed graphic language.
