Naming & Brand Strategy
Aqua Frame
Context
The business was about building swimming pools - aquaframe.ro.
It’s the oldest and most experienced team in Romania, in this industry.
Recently, the business model changed, and now they have a more complex approach of services, including B2B, not just B2C, like they did until now.
It was a brand with no visual and online identity.
More old school, with one man show, the owner.
With an infusion of new young people in the team, now they started building a brand and a new business model.
In this new approach, I helped them with brand strategy, naming and colours palette, starting from scratch.
What services they offer
Technical consultancy for those who want to build a durable, risk-free swimming pool
Turnkey pool construction – with a clear plan and modern equipment
Sale of premium equipment and mosaics – only what we’ve tested and use ourselves
B2B partnerships with architects, builders, and developers
Naming
The name Aqua Frame, has the objective to comunicate two main benefits.
One, that the business offers all the services and products, needed when you want to build a swimming pool.
And the benefit number two, a very technical / thrustworthy approach.
They have ‘‘the frame’’ of building many swimming pools in Romania, so you can be sure as a client, that they know what they do.
Brand Colours
Turquoise / Aqua Blue
Purity & Clarity – Reminiscent of clear water and open skies.
Freshness – Feels modern, clean, and refreshing.
Innovation & Technology – Often used in tech or health-related brands.
Calm Confidence – Combines the trust of blue and the energy of green.
Ideal for drawing attention to premium or creative offerings while staying visually soothing.
Elegant Gold / Sandy Beige
Luxury & Prestige – Gold tones are commonly linked with exclusivity and high value.
Warmth & Earthiness – Softer than metallic gold, this sandy shade feels more natural.
Trust & Heritage – Suggests long-term value and premium quality.
Ideal for showcasing specialized or high-end products and services.
Deep Teal / Dark Cyan Blue
Professionalism & Stability – Darker tones feel grounded and trustworthy.
Seriousness & Authority – Gives weight to the action, suggesting it’s important.
Depth & Sophistication – Adds a touch of elegance without being flashy.