What's in a logo? Our work with the leadership team at PoolPak focused on answering that question. With strategy work complete we designed and worked with PoolPak to launch a new logo, identity system, a guide for use, messaging architecture and a complementary collateral system.The binding element for all of it being the logo; a form of shorthand that when structured and managed correctly, conveys with consistency the promise of PoolPak products and people.