South Lake Tahoe
Keeping Tahoe Blue
Branding, Web Design
2022
Menu
Close
All Rights Reserved
(©2026)
(©2026)
As a specialized subsidiary of Premier Pools and Spas, which is the nation’s largest swimming pool franchise, Hydura was established to disrupt the fiberglass market through vertical integration and superior design. While fiberglass pools have long been favored for their expedited installation timelines and ease of maintenance, the industry frequently struggled with a reputation for generic or cookie-cutter aesthetics. Hydura was conceived to bridge this gap by merging the practical advantages of fiberglass with the architectural sophistication of custom gunite builds. By manufacturing an exclusive line of customizable shells and integrated pool products, the organization provides a high-tier alternative that offers homeowners a bespoke luxury experience without the traditional construction delays. Their mission is to redefine the standards of the backyard sanctuary by ensuring that durability and high-end design are no longer mutually exclusive.
My role centered on translating a strategic business pivot into a tangible and premium brand identity that could stand independently while honoring its heritage. The creative process began with a rigorous naming phase where I explored various linguistic directions to find a title that evoked both the fluidity of water and the structural integrity of the product. This iterative collaboration with stakeholders ultimately resulted in the selection of the name Hydura. Once the name was solidified, I developed a comprehensive visual system ranging from a custom-designed logo to a refined color palette that distinguishes the brand from the utilitarian look of its competitors. Beyond the graphic identity, I meticulously illustrated the pool shapes to ensure the marketing collateral reflected the same level of craftsmanship found in the shells themselves. By building this sister brand from the ground up, I provided the strategic design foundation necessary for Hydura to capture a unique market segment and transformed a manufacturing concept into an authoritative leader in the luxury pool space.
