Icon Pools has forged an innovative design approach to pool and spa construction. Plural was asked to redevelop a unique identity system to reflect the company's values and future growth.

Intelligent ideas, iconic construction.

Having worked alongside Australia's leading firms and design teams, Icon Pool's brand position viewed a swimming pool as a practical, tangible and useful architectural feature of a home. Managing Director Josh Considine retells fond childhood stories around his family's pool. Icon Pools has grown out of the passion and desire to ultimately provide others with the lifestyle value they seek and the opportunity to capture their own iconic poolside memories.


We worked with Josh's vision to inspire an identity system that was professional and desirable, but more importantly, approachable to the client's target demographic. The developed logo and accompanying visuals were soon worked into a range of print collateral including business stationery, signage, vehicle decal and a responsive website development. 

  • Starting a new business and brand can be daunting but I found the methodical steps undertaken by the guys at Plural to be very reassuring and ultimately spot on. They are two steps ahead with strategies in place to compliment the evolution of the business and have already provided further growth opportunities. Very impressive indeed.

    Josh Considine | Director Icon pools
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