For as long as the backyard pool industry has existed, many equipment manufacturers have been content to simply tread water—resting comfortably on products that basically sell themselves. For nearly a century, family-owned manufacturer Hayward had been content to do the same. However, faced with increased competition, a massive spike in demand and an IPO on the horizon, the company needed a new rallying cry to transfer their newfound energy into action.

Historically, the company had marketed its vast product portfolio with similar amounts of emphasis. But we challenged them to lead with only their most innovative equipment—paired with a ruthlessly single-minded approach to touting each product’s one superior feature. This new strategy was accompanied by a bolder visual identity and new tagline that underscored the new brand ethos: We Build Better.

Almost immediately, the campaign instilled a new spirit of competitiveness in Hayward—with internal teams infusing “better” language into every company event. And the record-breaking sales that followed certainly didn’t hurt either.