The rebranding of Latham, the world’s largest in-ground pool manufacturer, aimed to attract a millennial audience. The strategy refreshed the brand’s look, built a comprehensive system with guidelines, asset libraries, and templates, and introduced new marketing tools and channels, while respecting historic sales conventions.

I led the development of printed materials and sales tools, from concept to production, collaborating with architectural and industrial designers, 3D artists, copywriters, brand strategists, developers, producers, and Latham’s in-house design team.

Additionally I created a Tableau Dashboard with publicly available data to support the marketing team with insights on their audience. More here.

Team: Standard Issue Design

Photography: Blaine Davies