BUILDING AN ELEVATED IDENTITY FOR ACG
CLIENT: AMENITY CONTRUCTION GROUP
SCOPE OF WORK
LOGO DESIGN
VISUAL IDENTITY DEVELOPMENT
COLLATERAL DESIGN
WEBSITE DESIGN & ART DIRECTION
For over 40 years, Amenity Construction Group has led the way in aquatic and outdoor construction; delivering pools, renovations, and outdoor living spaces across the East Coast and Southwest. Known for high-quality work and trusted partnerships, ACG wanted to find an image that not only elevated them above the rest, but also remained rooted in the industry they represent. The opportunity was to create a refined visual language that matched its reputation—classic, confident, and versatile enough to grow alongside the company’s expanding ventures.
BREAKING DOWN THE BRAND
THE VISION
To build a brand that mirrors the company’s environment and translates its mission without feeling overly produced. The identity needed to balance tradition and approachability with a more refined design sensibility. The visual system captures both sides of the company’s story: the precision of construction and the serenity of water. The result is an elevated brand that remains grounded, dependable, and forward-focused.
LOGO REFINEMENT
The wordmark was designed with a masculine sensibility that reflects the company’s roots in construction and blue-collar industries. Clean and traditional at first glance, the typeface carries subtle character—slight points and slants— that distinguish it from standard wordmarks. The icon gains more depth by evoking water movement without being literal, and its versatility allows it to represent ventures beyond pools alone. As a standalone, it holds weight across retail, merchandise, and broader brand applications.
COLOR PALETTE
Inspired by the natural environments in which the company works, the palette combines land and water. Atlantic serves as the grounding anchor, contrasted by a lighter, vibrant Oasis for energy and clarity. Gravel and Mist neutrals add balance and professionalism, while accents of Grove and Marigold provide vitality and warmth. The result is a palette that feels connected to the outdoor landscapes the company aims to transform.
DESIGN CONCEPT
Subtle textures and patterns underscore both the aquatic and construction sides of the business. A pebble-pool finish functions as a watermark, while a geometric tone-on-tone pattern nods to masonry and structural materials. Contrast is leveraged throughout for a strong, serious tone, while layered wave lines and transparent overlays create a sense of water and motion. The combination of weight and movement mirrors the company’s ability to bring precision and creativity to every project.
