Great Lakes Hot Tubs
Branding
I led a cross-functional team to develop the Great Lakes Hot Tubs brand from concept to launch, acting as the creative lead across strategy, concept, and execution. Inspired by the depth and power of the Great Lakes, we created a blue and gold droplet logo to represent trust, warmth, and premium craftsmanship. The tagline “More Beneath the Surface” draws from the iceberg metaphor—communicating that while the exterior is refined and minimal, the true value lies in the advanced features and engineering beneath the surface of each hot tub. To ground the brand in authenticity, we integrated a give-back initiative, with a portion of sales supporting the Great Lakes Alliance for cleaner water, aligning the brand’s visual story with meaningful environmental impact.
Tradeshows
My creative team designed a tradeshow booth centered around the Glacier Filtration System, drawing inspiration from glacier icebergs as a visual and conceptual anchor. The booth design emphasized clarity, purity, and performance, using layered graphics and structural elements to mirror the idea that the most powerful technology exists below the surface. By translating a technical product into an immersive, easy-to-understand experience, the booth helped communicate the system’s advanced filtration benefits while maintaining alignment with the broader brand identity.
Marketing Onboarding Guide
A comprehensive marketing onboarding guide was developed to support new vendors selling Great Lakes Hot Tubs through their own retail locations. The guide equipped partners with everything needed to sell confidently, including brand positioning, sales guidance, and a clear overview of available marketing materials. By creating a consistent, easy-to-use system, the onboarding ensured brand alignment across independent shops while empowering vendors to effectively communicate product value from day one.
