Maui Pool Solutions
Intro
Logo + Website
Maui Pool Solutions is a pool service and maintenance company located in Maui, HI. With over 40 years of experience, this team is dedicated to their customers and keeping up with the latest pool maintenance technology.
6 Weeks
Freelance
Project Scope
Over the years, this company has gone through several names, logos, and website designs, and was looking to re-establish its brand through the concise company name Maui Pool Solutions. The client asked for a clean logo and an updated website to match.
Research
I always begin a new project with an open mind and curiosity. Becoming familiar with how pool maintenance companies brand themselves helps in creating top-tier visuals. My research started with various websites like Google, Dribbble, and Behance. After sifting through existing work and saving inspiration, I began to deconstruct and ideate.
Ideation
To work through different lock-ups, iconography, and website layouts, I created about 50 thumbnails in my sketchbook. Sketching ideas allowed me to play with shape and form without it feeling too permanent.
Preparation
Since this client already had a website under a different company name, I was able to use existing copy and imagery to form the new website. The original copy felt redundant and lacked a branded voice, so I edited it to be concise and professional. Once the copy was complete, I built out the structure of the new website using Squarespace.
Design
These initial designs were presented to the client for review. The goal here was to distinguish which direction to go in, while not spending too much time fussing over the details.
Typography
For the logo, I paired fonts and layouts to create hierarchy within the logotype. Since the client requested something minimal, I used sans-serif fonts and a handful of subtle serifs that weren’t inherently ornate. A variety of lockups were created to see which style the client was more drawn towards.
Iconography
After reviewing my thumbnails, I cleaned up the ideas I was most drawn towards. The first was a pool in the shape of Maui, the second design displayed a pool tile motif with the native plumeria flower as the focal point, and the third was an illustrative seal representing pool maintenance and paddleboarding, a favorite activity of the company’s owner.
Color Palette
While the client was reviewing the initial concepts, I began to work through color palettes. Using their previous website as a reference, I began to sort through various color combinations. I focused on colors centered around water and natural light.
Revisions
The initial iconography concepts were too complex and illustrative for the client, so I reviewed my thumbnail concepts to create a more simplified logo mark.
New Icons and Typography
When I focused on stripping things down to their basic forms, I was able to create 5 different concepts centred around water and specifically, pools. I then paired these icons with several type lockups to create solid logomarks.
Type Hierarchy
After reviewing the previous designs, the client referenced a font (Syncopate) from the first round of deliverables. The client stressed the importance of all three words “Maui” “Pool” and “Solutions.” All three words are equally important, and my previous type hierarchy had not done the company’s name justice.
As a result, I worked with the characters to make sure each word was legible while creating a balanced visual.
Solution
Typography
The typeface Syncopate was used to create a laid-back but professional visual reference. The lower-case “a” in “Maui” softens the name with its curved features. “Maui” and “Pool” sit neatly above “Solutions”, allowing each word equal weight and creating a balanced wordmark.
Iconography
The bottom of the icon features blue waves to represent the ocean surrounding Maui and the sparkling blue waters of well-maintained pools. In the top right is a pale orange sun, setting on top of the active water. The waves in the water create movement, while the sun nestles gently in the negative space of the swell.
Color Palette
A range of blues from a light teal to navy was a clear reference to water, and I included a secondary orange color to use as a highlight and bring warmth to the brands color story.
Website
With simplicity in mind, this website was designed in Squarespace. I updated the copy from the client’s previous website, updated imagery as needed, and kept the design clean and contemporary. For use on mobile or desktop, the website is responsive and allows customers to easily contact the owners using a call button that is featured in the menu and the footer.
Key Takeaways
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A key to strong design is a balance of form and function. This client requested a clean and minimalistic logo, shying away from intricate illustrations and various type hierarchies. This lead us to an intentional and clean solution.
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These quick sketches allow me to understand which concepts are easily digestible and can be translated into a strong logo mark.
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When a client doesn’t offer clear direction on specific font choices, it’s helpful to offer a variety of styles, weights, and layouts. If there’s a clear winner, we can continue down the chosen path, but if the client is still unsure, I can then probe by asking what they like or don’t like about specific fonts.
