Latham Pool Products Inc. unveiled a complete rebrand to reflect the company’s evolution into the definitive pool lifestyle brand in the industry. The new brand identity and website reinforce Latham’s position as the global swimming pool thought leader, the company says, creating a memorable presence that stands out in a visually uniform brand marketplace.
The rebranding includes a complete redesign of the company’s website, logo, graphics and collateral. The new Latham logo is modern and typographic. The new visuals have an aspirational, lifestyle-oriented focus designed to appeal to today’s style-savvy homeowners.
“Making memories and bringing families together is what the pool industry is all about,” says Joel Culp, chief marketing officer “With our new approach, Latham is working to differentiate and elevate the brand. We are about an entire backyard experience — with a Latham pool as the centerpiece.”
Latham’s website now features an updated graphic style and a balance of inspirational and educational content.
“Making the decision to install a pool is like any other major home remodeling or investment project,” says Scott Rajeski, president and CEO. “It takes research and understanding. Our new website is an important tool to help homeowners make that decision and then choose Latham as their pool of choice utilizing our network of professional pool installers.”
A new brand architecture will simplify the pool planning and shopping experience by gradually bringing the company’s entire product selection together under the Latham brand name. “We have the most complete portfolio of branded pools and pool components in the industry. This new branding strategy will make it easy for customers to look for the one name that provides across-the-board assurance of the highest quality, innovation and best-in-class warranties,” says Bob Harper, chief commercial officer at Latham.
By appealing to millennial and Generation X homeowners’ attraction to brands that are personal, authentic and aspirational, the rebrand will help raise awareness and understanding — and drive business to Latham’s dealers.
