CLIENT
Aquafinity
A new wave in water management
SERVICES
Naming Strategic planning Positioning Web Design and Development Branding Graphic Design Events Swag
INDUSTRY
Facilities Services
OVERVIEW
Aquafinity is a leading water management company born from the merger of four industry leaders: Commercial Energy Specialists (CES), Knorr Systems Incorporated (KSI), Aquatic Environmental Systems (AES), and Duffield Aquatics. By combining the expertise of these strong regional players, Aquafinity emerged as a unified national brand focused on sustainable water solutions. CES approached us for a new name to unite the companies and a complete brand system to correspond with the operating companies. We developed unique and meaningful positioning that served as the foundation for every part of their identity, shaping all brand elements.
Building a brand that flows
Aquafinity needed a name that captured its full-service approach that united all the operating companies into one powerhouse brand. Working collaboratively, we developed “Aquafinity” to reflect their start-to-finish water approach and commitment to complete water control.
To bring this to life, we designed a logo with flowing shapes that capture the feel of water, paired with strong typography to exude reliability. We introduced a fresh color palette—a vibrant blue paired with cooler tones and distinct accents—that gives the brand a modern edge. With brand guidelines to keep everything looking sharp across all platforms, we helped Aquafinity put forward a polished, recognizable national identity ready to grow.
With different operating companies under one umbrella, the brand architecture was unclear, and customers didn’t understand how each company connected or the full range of services Aquafinity offered. The result? Missed opportunities to showcase their collective expertise and outdated branding that didn’t reflect their collective dominance in the industry.
To solve this, we built a branded house—an integrated brand system where all entities are visually and strategically connected under the Aquafinity name, creating a recognizable “family of brands.” This was crucial to communicating their collective strength and eliminating confusion.
Collateral at its finest
With the new brand in place, we shifted our focus to creating marketing collateral that could help Aquafinity’s sales team and prospects connect with their offerings in a meaningful way. The goal was clear: design materials that would showcase Aquafinity’s expertise, making it easy for potential clients to understand the full scope of their offerings. From high-impact, informative pieces like posters and sales sheets to tailored case studies for specific projects completed, we gave their team the tools to stand out in a competitive market.
Making a splash at events
Aquafinity’s presence at industry events was a crucial part of building brand recognition and fostering client engagement. We developed custom event materials aligned with their fresh, new identity to ensure they stood out. We designed a visually stunning tradeshow booth that attracted attention. And we didn’t stop there—we created eco-friendly swag that showcased their commitment to sustainability while keeping the brand fun and memorable. Whether at a tradeshow or a client event, Aquafinity’s brand made a strong, lasting impression.
Big digital energy
Merging four companies meant consolidating their separate websites into one streamlined platform. The goal? Combine these sites under a unified, easy-to-navigate website reflecting Aquafinity’s new brand identity. And the result? A modern, responsive site that provides clients and partners with easy access to everything they need—whether they’re looking to purchase products, access resources, or dive into product manuals. We ensured the website represented Aquafinity’s forward-thinking approach and positioned them as an industry leader. The content structure is clean, organized, and built to drive engagement for years to come.
