PoolSmart – Crafting a Premium Brand for New Zealand's Leading Above-Ground Pool Provider
Industry: Custom Above-Ground Pools
Location: Raglan, New Zealand
Client:
PoolSmart is a proudly 100% New Zealand-owned business based in Raglan. Known for its locally crafted, premium-quality above-ground pools, PoolSmart designs and builds each pool to order in its own purpose-built factory and fibreglass shop.
Challenge:
When PoolSmart first approached PoppyCoral, they faced a significant branding challenge. Despite high-quality products and a transparent, customer-focused approach, the brand struggled to effectively connect with its target audience. Its existing branding and messaging lacked clarity, leaving potential customers unsure about the company's unique offering.
Specifically, they faced challenges with:
- Clearly articulating their offering and differentiating from competitors.
- Effectively reaching their ideal customers through their online presence.
- Providing transparent, engaging, and informative content to build trust and improve sales conversions.
Our Approach:
We started with a thorough brand audit and an in-depth analysis of PoolSmart's business. This process included carefully examining their mission, values, market position, and ideal customer segments. Using the insights gained from this discovery phase, we developed a brand strategy to position PoolSmart as New Zealand's premium choice for custom-built, above-ground pools.
With this clear brand strategy as our guide, we executed a complete visual overhaul that authentically captured PoolSmart's essence and effectively communicated its value to customers. The resulting brand identity is sophisticated, transparent, and directly aligned with the target audience's preferences.
Solution and Execution:
We developed a refreshed brand identity and visual assets centred around PoolSmart's core values of honesty, quality, and innovation.
Visual Clarity and Premium Positioning:
A refined colour palette of navy and rich blues has replaced the industry-standard, oversaturated "pool blue," clearly differentiating PoolSmart as a sophisticated and innovative brand. This strategic use of colour reinforces their premium positioning while maintaining an intuitive connection to water and pools, which resonates strongly with their core product offering.
Minimalistic and Transparent Style:
- PoolSmart's new visual direction embraces a clean and minimalistic design language that reflects its straightforward and transparent approach to customer service. This visual style communicates their no-nonsense, hassle-free process, significantly boosting consumer confidence when investing with PoolSmart.
Handcrafted and Human Touch:
- The inclusion of custom, handcrafted details—such as textures inspired by raw materials and refined finishes—highlights the company's genuine commitment to quality craftsmanship and local production. These design choices create a distinctive and authentic visual personality, setting PoolSmart apart from mass-produced competitors.
Comprehensive Marketing Assets:
- We designed cohesive marketing materials to strengthen PoolSmart's market presence, including impactful video content and professional print collateral. These assets communicate PoolSmart's unique value proposition and streamline the sales process, enhancing the overall customer experience.
Results:
The rebrand had a profound and positive impact on PoolSmart's business. With their revitalized visual identity, clear messaging, and improved marketing materials, PoolSmart experienced significant improvements across key areas:
Enhanced Social Presence:
- PoolSmart's new professional image and clear messaging significantly increased its engagement on social media, fostering meaningful interactions with potential customers.
Confidence and Pride in Branding:
- The PoolSmart team felt pride and connection to their refreshed brand identity. They expressed that the new branding accurately represents their mission and values, strengthening team unity and pride.
Effective Customer Communication:
- The updated brand identity clearly articulated PoolSmart's unique strengths and transparent processes, significantly improving audience understanding and trust. This clarity drove customer engagement and sales, ensuring potential customers felt assured investing in a PoolSmart pool.
Conclusion:
PoppyCoral's strategy-led branding solution achieved more than just aesthetic improvements; it successfully positioned PoolSmart as the premium, trusted, and proudly local choice for New Zealand's discerning pool customers. With renewed brand clarity and compelling visual storytelling, PoolSmart is now well-equipped to continue expanding its market presence and authentically connect with its target audience.
