Goal & Project Scope:
Develop a compelling and memorable brand identity for 'Aqua Pool Club', which fits in with the target audience and brand values.
This brief covers the creation of a colour palette, logo, typography, and initial brand guidelines for use in marketing, merchandise, access control and other functional essentials.
The brand values include:
Fun & Playfulness
Luxury
Innovative
Authenticity
Community & Connection
Adaptability
The palette combines energetic pink tones with calming blue and charcoal accents, helping to balance playfulness with a more premium feel.
The logo was designed to balance professionalism with playfulness. The wavy water lines in the tail of the Q add movement and energy while keeping the overall mark clean and refined.
The water inspired pattern was designed to work across merchandise and other brand applications. The varied line weights reflect the natural flow of water, adding movement and personality to the identity.
Aqua offers three membership tiers, each providing a different level of access, exclusivity and benefits. The membership system was designed to support a range of visitor experiences, from casual event attendance to fully personalised VIP services.
Guests
Designed for occasional visitors, with access to Aqua events and the main pool area, plus optional add-ons and pay-as-you-go services.
This internal foam party poster was designed to reflect the fun and playful atmosphere of the event. The rubber duck acts as a recognisable brand mascot, with illustrated poolside elements used to add personality and reinforce the setting.
I created a set of eight location icons representing key areas within Aqua Pool Club. These are used across signage throughout the building and outdoor spaces to support clear navigation and consistency within the brand system.
The brand identity was extended into staff uniforms and ID systems to ensure consistency across all customer-facing touchpoints.
Challenges & Outcome:
One of the main challenges was balancing luxury with playfulness. To achieve this, I created a flowing pattern inspired by water and marble textures, paired with soft pink tones, charcoal accents and a clean, minimal logo. Together, these elements helped create a brand identity that feels both playful and refined.
Overview:
This self-initiated project allowed me to explore a more expressive visual style across a variety of print and digital applications. The process strengthened my approach to tone of voice, target audience, and the development of supporting brand assets.
Aqua Pool Club
Aqua is a pool club in Nevada USA, dedicated to hosting luxury adult-only: parties, events and social gatherings that provide guests and members with an enjoyable pool experience they will never forget.
It's a fun, lively & sophisticated atmosphere, full of good vibes and great music targeted at adults aged 21-35. There are opportunities to swim, lounge, drink alcohol, play pool games, party and join scheduled events and classes such as: foam parties, water gun fights, water aerobics, etc.
