Great Lakes Hot Tubs
Branding
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Developed the Great Lakes Hot Tubs brand under Canadian Spa Company to create a competitive, well-positioned offering for independently owned retailers, helping them stand apart from big-box competitors.
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Led the brand from concept through launch, shaping an identity designed to resonate across both B2C and B2B audiences, including consumers and retail partners.
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Created a brand system inspired by the Great Lakes, featuring a blue and gold droplet logo symbolizing trust, warmth, and premium craftsmanship.
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Defined the positioning “More Beneath the Surface,” using the iceberg metaphor to highlight advanced engineering beneath a refined exterior.
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Embedded a give-back initiative supporting the Great Lakes Alliance for cleaner water, aligning the brand with environmental impact.
Tradeshows
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Established the creative direction for a trade show booth centered around the Glacier Filtration System, using glacier icebergs as the conceptual anchor.
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Set the visual and experiential strategy that translated a complex filtration technology into a clear, engaging brand moment.
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Oversaw the use of layered graphics and structural elements to reinforce the “beneath the surface” narrative.
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Ensured the final execution communicated performance and purity while strengthening overall brand presence on the trade show floor.
Marketing Onboarding Guide
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Established the creative and strategic framework for a marketing onboarding guide supporting new vendors selling Great Lakes Hot Tubs in independent retail locations.
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Defined brand positioning, sales guidance, and messaging standards to ensure partners could sell confidently and consistently from day one.
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Oversaw the structure and content system outlining available marketing tools and assets, making adoption simple and scalable.
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Strengthened brand alignment across independently owned shops while empowering retail partners to clearly communicate product value.
