OVERVIEW
Aquatrols
Aquatrols has been a trusted name in the golf industry for decades and had the goal of expanding into the sports turf market. After the acquisition of Precision Labs and becoming “The Aquatrols Company”, they came to EPIC for an updated brand foundation to reflect both their new vision and the merger.
Defining the challenge
With any brand update, especially with multiple companies merging, it requires thoughtful consideration of all stakeholders and existing brand equity. Through several in-depth discussions, we gained valuable insight into both brands and gained a clear understanding of the goal of not just the rebrand, but the new path forward as a company.
THE BEST OF BOTH WORLDS
The water drop from Aquatrols and the leaf from Precision Labs are iconic marks in the professional turf industry, so we knew we needed to draw on their brand equity. We arrived at a new, refined water drop with the leaf inside of it, paying homage to the legacy of both brands while moving forward as a new one.
SUPPORTING THE NEW DIRECTION
The brand strategy celebrates The Aquatrols Company as a premier provider of surfactants and adjuvants, which help control the application of water and other inputs. The new value proposition of “Precise Water Management” and supporting brand messaging illustrate the company’s primary differentiator: giving customers more control over their operation and resources. Design direction that focuses on water also helps the brand stand out visually while reinforcing the new messaging.
BRINGING IT TO LIFE
The Aquatrols Company premiered their new brand at the SportsField Management Association’s Annual Conference, which was a great way to highlight their new investment in that key market. A new trade show booth and updated visuals and messaging helped tell their brand story to this new audience.
We continue building out this new brand with a new website, specific messaging to each target market, and updated sales collateral.
