Company Rebrand
Full Rebranding, Catalogs, Ads, Website, Product Labels
Full rebrand and large-scale product marketing system for a nationwide pond supply wholesaler.
Project Overview:
Led a comprehensive rebrand for Blue Thumb, a national retailer and wholesaler of water features and pond equipment. The goal was to modernize the brand while maintaining recognition and credibility with both B2B and consumer audiences.
The project included a new logo, updated brand identity, product labeling, and large-scale marketing materials, including annual catalogs and supporting collateral used across sales and distribution channels.
Objectives:
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Modernize the brand while preserving recognition
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Improve scalability and reproduction across print and packaging
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Create consistency across marketing, product, and catalog materials
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Support both wholesale (B2B) and retail (consumer) audiences
Deliverables:
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Logo redesign (primary and secondary variations)
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Brand identity system (color, typography, usage)
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Product labels and packaging updates
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Annual 132-page product catalog and 32-page sourcebook
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Marketing collateral for sales and distribution
Creative Strategy:
Focused on evolving the existing brand rather than replacing it, ensuring continuity while improving clarity, scalability, and professionalism. The updated identity refined the recognizable thumbprint mark while simplifying forms for better reproduction across print and packaging.
The visual system emphasized natural textures, water-inspired elements, and clean typography to reflect both the organic nature of the products and the reliability of the brand.
My Role:
Led the rebrand from concept through execution, including logo redesign, brand system development, and large-scale production of marketing materials.
Designed and produced annual product catalogs and supporting collateral, ensuring consistency across thousands of products and assets used in both wholesale and retail channels.
Imoact:
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Supported company growth to over $3M in annual revenue during tenure
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Improved brand consistency across product lines, catalogs, and marketing materials
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Contributed to the expansion of retail offerings and customer reach
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Established a scalable design system used across thousands of products
Catalog & Marketing System
