A nostalgic brand concept that reimagines the ordinary pool company as an unforgettable experience.
Driving through town one day, I passed a local pool company truck. There wasn't anything wrong with it—but there wasn't anything memorable about it either. It looked like every other pool company truck and billboard I'd ever seen. In fact, I've seen dozens over the years, and I couldn't tell you the name of a single one.
Naturally, my designer brain got to wandering. What if it looked like it belonged outside a 1950s diner? What if the service vans made people smile? What if the showroom felt like a roadside attraction you'd actually pull over to explore?
Most pool companies market the pool itself. But nobody is dreaming about concrete, plumbing, or maintenance plans.
They're longing for cannonballs, popsicles, late summer evenings, and the feeling of never wanting to go back inside.
So why shouldn't the brand feel like summer, too?
That single truck turned into an entire brand world. From the nostalgic mascot and vintage-inspired identity to the website, photography direction, storefront, and customer experience, Magic City Pool Boys became an exploration of what happens when creative direction—not industry expectations—sets the direction.
About the Magic City Pool Boys project
This in-depth guide captures the creative direction behind Magic City Pool Boys, outlining everything from typography and color palettes to logo variations, illustrations, patterns, and supporting brand elements. It's a behind-the-scenes look at how a single idea evolves into a cohesive brand system.
The full Brand Style Guide
A closer look at the brand system
You know that feeling when you come across a brand and everything just clicks — it looks right, it feels right, and you can instantly tell they know what they’re doing?
That kind of feeling doesn’t just happen. It’s intentionally directed behind the scenes.
You’re running a real business with real responsibilities. You’re balancing client work, family life, and everything else that comes with building something meaningful. You don’t have time to constantly second-guess your branding, wrestle with your website, or figure out design strategy on your own.
Around here we believe something pretty simple: good design should make running your business easier and more profitable.
Because yes — we love meaningful work. We love serving people. We love building lives that leave space for family, home, and the things that matter.
But businesses also have to make money to support all of that.
Whether your next goal is your first six-figure year or your first multi-million dollar year, the brands and websites I design are built to support that growth.
You know that feeling when you come across a brand and everything just clicks — it looks right, it feels right, and you can instantly tell they know what they’re doing?
That kind of feeling doesn’t just happen. It’s intentionally directed behind the scenes.
You’re running a real business with real responsibilities. You’re balancing client work, family life, and everything else that comes with building something meaningful. You don’t have time to constantly second-guess your branding, wrestle with your website, or figure out design strategy on your own.
Around here we believe something pretty simple: good design should make running your business easier and more profitable.
Because yes — we love meaningful work. We love serving people. We love building lives that leave space for family, home, and the things that matter.
But businesses also have to make money to support all of that.
Whether your next goal is your first six-figure year or your first multi-million dollar year, the brands and websites I design are built to support that growth.
I design thoughtful brands and Showit websites for business owners who care deeply about the work they do and the life they’re building around it.
Hi, I’m Stephanie — your brand and website designer.
Want the full story behind this project?
Projects like this always begin the same way — with a business owner who’s ready for more clarity, direction, and confidence in how their business is presented. If you’re ready for a brand and website that feel intentional, cohesive, and built to support your next season of growth, I’d love to hear more about your project.
You deserve a brand that feels like it finally fits.
More Than a New Look
It's easy to think of branding as a collection of individual pieces: a logo, a color palette, a website, maybe some business cards.
In reality, all of those pieces are simply expressions of the same idea.
What really changes a brand is having a clear creative direction from the start. Once you know the story you're trying to tell, every creative decision becomes easier because it has something to measure against. Instead of making isolated design decisions, you're building a system where every piece naturally belongs.
Why Concept Brands?
Every once in a while, an idea gets stuck in my head, and I just have to see where it goes.
That's exactly what happened with Magic City Pool Boys. It isn't a client project. It's one of the many ideas that started as a passing observation and slowly grew into something much bigger.
I create concept brands because they push me to think differently. They challenge me to solve problems, explore industries I may never otherwise work with, and chase creative ideas simply because they're worth exploring.