Timeline: 4 months | Stakeholders: Consulting Agent | My Role: Brand Designer

The Challenge: Guide Parton Pools through a significant brand transformation—from a regional, mid-market construction company to a premier luxury subsidiary of a major corporation. The core challenge was to develop a sophisticated and cohesive visual identity that would resonate with an affluent clientele in Central Tennessee, justifying a premium position in the market.

My Role & Process: As the Art Director, I was responsible for defining the entire visual language of the new brand. My process was strategic and deliberate:

• Defining the Luxury Aesthetic: I established a completely new, upscale look and feel to distance the brand from its mid-range past. This involved curating a refined color palette, selecting premium typography, and developing a visual style that communicated elegance, quality, and cutting-edge technology.

• Translating Technology into Desire: A key strategic pillar was leveraging their advanced 3-D modeling technology. I directed the visual presentation of this tech across all touchpoints—from sleek, interactive landing pages to dynamic social content—to transform a technical feature into a desirable, client-centric benefit.

• Creative Direction for Cross-Channel Execution: I provided the artistic vision and direction for a comprehensive campaign suite, ensuring a consistent and elevated brand experience from digital assets (landing pages, social media, YouTube videos) to innovative print and marketing materials.

The Result: The new visual identity successfully repositioned Parton Pools as a modern, high-end brand, creating a powerful foundation for all future marketing efforts and enabling the sales team to target the affluent market with confidence.

• Brand Elevation: Successfully shifted market perception from a local contractor to a luxury service provider, as confirmed by positive client feedback and stakeholder approval.

• Cohesive System: Delivered a complete, scalable visual system that ensured brand consistency across all digital and physical touchpoints, from initial social ad to final client presentation.

• Asset Foundation: Architected the core visual assets for a high-performing marketing ecosystem, including converting the complex 3-D modeling technology into a compelling and easily understood marketing advantage.