Built for
the Street.
Pool Doctors Plus came through a mutual associate looking to make a serious marketing push — and needing a brand to back it up. They had the service, the crew, and the ambition. What they didn't have was an identity that matched.
I was brought in to build the brand from scratch: logo system, vehicle wrap, and a direct mail suite designed to reach homeowners right where they live — literally.
The brief: Create a complete brand identity and physical collateral system that could establish Pool Doctors Plus as the go-to name in local pool service, and get that name in front of the right neighborhoods.
The logo system was designed to work everywhere the brand needed to live — from the side of a van to the corner of a door hanger. Four lockups (stacked and horizontal, color and reverse) give the brand flexibility without compromising consistency. Every application pulls from the same visual DNA.
For a local service business, the vehicle wrap isn't just branding — it's the most cost-effective advertising in the market. Every job site, every neighborhood, every traffic stop is a placement. The design had to be legible at 40mph and credible in a driveway. Bold type, clean hierarchy, hard to miss.
The direct mail suite was built around a simple insight: pool service customers aren't random — they're identifiable. The postcard and door hanger campaigns were designed to reach homeowners with pools specifically, not broad neighborhood blasts. The door hanger opens with the line "We noticed you have a pool..." — neighborly, specific, and impossible to ignore.
