Designing a Clear Brand
for Smarter Home Comfort

We couldn’t have done this ourselves.

— CRAIG H.

The Client

Integrity Pools and Spas is a leading custom pool builder based in Lancaster, PA. Founded by Craig Horning, the company quickly earned a reputation for delivering high-quality, beautifully crafted swimming pools, spas and full outdoor environments. As demand for their work grew, so did the need for a strong brand that communicates their values, capabilities and high level of service to both homeowners and contractors.

Beyond a logo, the company needed a clear brand identity that reflects their attention to detail, quality standards and genuine care for the people they serve.

What We Did

We worked closely with Craig and Kate Horning to develop a complete brand – one that captured the heart of Integrity’s business and set the tone for all their communications. With a thoughtful brand strategy in place, we created the tagline, visual system and messaging, then applied it across marketing pieces for both the residential and contractor sides of the business.

Conducted brand strategy and discovery to uncover Integrity’s core differentiators
Created the tagline “filled with quality, designed for fun” – a friendly, memorable reflection of the company’s values
Designed the visual identity, including logo, color palette and typography
Developed two full brochures – one for homeowners and one for contractors – with messaging tailored to each audience
Wrote and designed all copy and layout for the brochures, emphasizing experience, customer care, value and project quality
Created print advertisements to promote the brand and seasonal offers

What We Delivered

Brand Strategy
Tagline
Logo Design
Consumer Brochure
Contractor Brochure
Print Advertisements

Key Messaging

TAGLINE
filled with quality, designed for fun

BRAND POSITIONING
Integrity Pools and Spas builds custom swimming pools, spas and outdoor environments for homeowners who value exceptional quality, thoughtful design and personal service. Led by Craig Horning, the team brings expert consultation, hands-on attention and a commitment to doing things right – finishing each project efficiently, while holding to the highest construction standards. It’s an experience that’s filled with quality, designed for fun.

BRAND PERSONALITY
Friendly / Skilled / Honest / Customer-Focused / Quality-Driven

The Results

The Integrity Pools and Spas brand brought clarity and polish to an already high-performing company. With a strong identity, distinct messaging and purpose-built materials, the company was able to communicate its value to both homeowners and contractors with greater confidence. Over a decade later, their strategic brand is still in use and continues to serve them well.

They took the time to understand our business and guide us every step of the way.

“Gary and Sue helped us figure out who we were as a company and how to show that to people. They really led us through the whole process – from the big picture stuff like branding down to the brochures and the details that made it all come together. They took the time to understand our business and guide us every step of the way. We couldn’t have done this ourselves, and we’re still using what they created all these years later.”

Designing a Clear Brand for Smarter Home Comfort