The rebranding of Latham, the world’s largest in-ground pool manufacturer, targeted a millennial audience. The strategy refreshed the brand’s look, created guidelines, asset libraries, templates, and new marketing tools, while honoring traditional sales methods. I led the development of printed materials, sales tools, and merchandise, collaborating with designers, artists, writers, strategists, and Latham’s design team. Photography: Blaine Davies Team: Standard Issue Design