Align your brand architecture. Achieve your business goals.

The industry

Hospitality, recreation and other buyers for high end pool and spa projects

The client

A manufacturer of pools and spas for both commercial and residential applications

A global leader in innovative design, precision engineering and custom fabrication of stainless steel luxury pools and spas. Their exclusive construction method allows them to install pools where it would not have been possible with other methods.


We were asked to design and build a new website for a global luxury goods manufacturer.

A key challenge was the fact that the company serves a highly diverse market, both in product offering and target audiences.

Our aim was to ensure a logical user experience for the website, enabling each audience to find what they needed easily and effortlessly.

Our findings

The company built an extremely successful business over multiple generations. Their product offer has grown, targeted toward multiple, and diverse, customer segments — both B2B and B2C customers. Their products are extensively customizable and bespoke.

Before starting the website design, content and organization, we first needed to address brand and product architecture. Their website is an important part of the sales process. We sought to create an organized structure that would lead every website visitor through a cohesive, consistent high-end brand experience — online (their website) and offline (their products).

The solution

We set about clearly organizing all product lines and options in a matrix utilizing the customer segments as an overlay. We were able to create a logical brand architecture to invite website visitors to the right areas of the website — those relative to their interest and needs — quickly. The architecture was simple to understand (visually and otherwise) and importantly leveraged the amazing ‘wow’ factor of the whole business.

Focusing on the architecture at the start of the project allowed us to then design a simple, clear and compelling user journey supporting every customer type and product option.

The details —
A portfolio of brands

Organizing a clear and effective brand architecture helped to distinguish the various sub brands and product lines in the company’s portfolio. This exercise allowed each sub-brand and product line to be customized to their specific target audiences while retaining the master brand positioning and value proposition at large.

One size does not fit all

A key component of the brand architecture exercise included critical attention to each sub brand’s potential user journeys. With multiple and diverse target audiences, it was vital to research each sub brand to anticipate needs and preferences.

“The art of design is to make complicated things simple.”
Tim Parsey, Former SVP Design at Yahoo!
The results

A successful brand architecture helped the company’s customers and prospects easily and clearly understand the whole business — the master brand, the sub brands and their product offers.

By clearly organizing the products and options as well as paying special attention to the various customer segments and their unique desires and requirements, we were able to create a logical and easy to understand structure. One that was simple and which importantly leveraged the ‘wow’ factor of the whole business.

The structure was brought to life on a new website design to create a simple, clear and compelling user journey to every visitor. Organization is beautiful. And smart.

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