Holland Aquatic Center: Defining a Community Brand

Holland Aquatic Center had just won a millage and was ready to grow. Their brand needed to grow with them.

The Story

On the heels of a successful millage campaign, Holland Aquatic Center (HAC) had the opportunity to expand their service offerings as part of their facility’s renovation and expansion. To support growth, they would need a more modern brand, both visual and in words, that better represented their additional capabilities without losing sight of their roots.

Deliverables Overview

Brand perception survey
Brand messaging and narrative development
Logo, identity and brand standards
Website redesign
Signage and collateral
PR and launch support

How We Worked Together

We started by listening — convening board members, staff, and active users to understand how the community experienced HAC. Paired with a competitive analysis of similar wellness centers, that research shaped a new brand built around inclusion and community wellness, not just swimming.

From there we simplified the name, modernized the logo, and developed a full identity suite that carried through to the website, signage, and member materials. HAC launched into their renovation with a brand ready to welcome the whole community.

Holland Aquatic Center - Full Facility Aerial

Apparel considerations

HAC is not only a community brand but also an athletics brand. We knew that staff, competitive teams and members alike would all be wearing it, so we honed in on a mark with a high flexibility for color and placement. And also one with some ‘wow’ factor that would move products through the local shop.

A site built for many users

Like HAC itself, the website serves thousands of visitors a week, all with a unique wellness story and many first-time visitors from out of town. We designed the site to serve as a welcoming connection point for information with a highly intuitive navigation structure, easy scheduling tools and clarity about what to expect when visiting.

Holland Aquatic Center - Business Card Back

The Story behind HAC’s new Brand

“In the midst of our expansion & renovation project, we recognized the need for a cohesive and modern brand identity to better reflect our mission of empowering healthy, connected lives for all ages and families.

This unified visual identity has enhanced our presence and strengthened our connection with the community we serve.”

Amanda Duimstra

Executive Director, Holland Aquatic Center