Yellow leads pool professional into new waters
Private swimming pool builder Poolprofi is sharpening its strategic market positioning and repositioning its brand. Together with process partner Yellow, the family-owned company was aligned with a Purpose, which forms the basis for new services and the brand identity.
In the first phase of the strategy process, which lasted several months, the Poolprofi managers worked together with the agency on a differentiating market positioning. A purpose was developed as a strategic and operative control instrument, according to which the future offer will be aligned and the brand presence will be built up.
The first concrete measure is the comprehensive relaunch of the brand. Yellow's designers have gently modified the figurative mark, which is established and registered in the market, and embedded it in a flexible design and color system. The new look is optimized for the greatest possible flexibility, which facilitates rolling adaptation to all applications for the SME. The Arizona Pool brand was also adapted to the strategic realignment and integrated into the world of the umbrella brand.
Responsible at Poolprofi: Rolf Richterich (CEO/Owner), Silvia Fürst (Marketing). Responsible at Yellow: Reto Meyer (Ambassador), Hannes Müller (Strategist), Selina Teuber (Treasurer and Planner), Adrian Gertsch (Conceptualizer and Designer), Pascal Rehmann (Conceptualizer).
