Off The Deep End
Brand Identity for the family-owned pool service and maintenance business located in Modesto, CA.
Off The Deep End is a family owned pool service and maintenance business located in Modesto, CA. Since 2008, they have been personalizing their services to match the distinct needs of each of their clients across the Central Valley of California. Jeff and Zoe Toscano, the father-daughter duo who comprise Off The Deep End’s ownership and field team, wanted to extend their business model of personalization into a new brand identity that properly represented their own personalities and company values.
While working closely with Jeff and Zoe, their personalities were on full display as we determined their desires for the brand and identified both their similarities and differences. Both found it necessary for their core values to remain visually focused around being casual, bright, fun, and trustworthy. Each of them had their own wish list items as well. Jeff really yearned for some sort of ‘funkiness’ to be present in the final design, as well as the use of orange (his favorite color). Contrastingly, Zoe wished for a more simplistic and modern design that focused on a single clean identifying mark. In the end, both felt they each received what they were hoping for, with minimal compromise to be made by either of them. Jeff found his funk-factor in the final design’s inspiration from The Endless Summer and Zoe was delighted to see their brand moving forward with a mark that synonymously represented their core values.
Client
Off The Deep End
Sector
Professional Services
Service
Brand Identity
Year
2017
