RESIDENTIAL POOL SERVICES

Briva Pools

Briva Pools is a Boise-based company that specializes in residential and community pool cleaning, maintenance and installation. Previously known as Deep Kleen Pool & Spa, the new owners wanted to revamp the business’ brand identity to feel more elevated, trustworthy, and refined.

ROLE

Creative Direction
Identity System
Graphic Design
Strategy Consultant

Project created in a contract capacity under BeZe Creative. Brand photos courtesy of BeZe Creative.

Approach

01: Brief

After being provided the research and target audience profiles by BeZe Creative, I analyzed the research for themes to build a visual identity around.

02: Mood Boards

Based on the information gathered from the brief, I built two mood boards for the client to select from (seen below).

03: Concepting

I crafted two fully-fleshed out visual identities for the client to select between. From there, we refined further until both the primary logo and brand mark were aligned with the client’s vision.

03: Applications

I built out a robust brand guide for future designers and collaborators to follow, then applied their new branding to brand collateral: work trucks, merch for new clients, and business cards for the whole team.

Primary Logo

The selected primary logo is a combination of the proposed logo variations. Its bold but slim typeface communicates friendliness and polish. It stands out against competitors in local markets due to its distinct word mark.

“Pools” was designed to be more subtle to draw attention to the brand’s namesake. It can also be easily swapped out as Briva builds out more services in the future.

Brand Mark

The brand mark is an abstract representation of a “north star,” indicating Briva’s nature to lead the way in excellent pool care and customer service. It also subtly includes a double outline of a “B.”