When You’re a Startup, You Have to Start

WaterGuru knew it had something special. The first and only smart poolside device on the market that automatically tests and treats pool water. In order to secure additional rounds of funding, WaterGuru needed to prove it had what it takes to sell. Product development had been underway for years and app development was about to begin when the WaterGuru team realized they didn’t have a brand.

The Need

  • Further develop core identity concepts to stand toe-to-toe with other smart home brands
  • Create graphic standards to drive disparate teams and combat fragmentation across collateral
  • Build key messaging for a consistent voice, internally and externally
  • Extend the new brand across all touchpoints (native app, digital properties, etc.)
  • Create base display and paid social media advertising

Visual Identity

Before WaterGuru could launch, it had to unify its brand across a variety of teams and channels. So work started on graphic standards that anchored the brand’s logo, colors, font and distinct graphic element the waterline.

Scroll through the graphic standards below.

Key Messaging

WaterGuru needed more than marketing materials; they needed to solve for key business challenges. Enter key messages that solve for part of the WaterGuru business strategy and flex to fit different channels and audiences, all while establishing tone of voice.

Scroll through the key messaging below.


As the WaterGuru team prepared to launch its beta program, it needed a way to prove viable cost of acquisition to investors. Luckily, WaterGuru is a smart pool device. It doesn’t just float around and incessantly ping your phone, waiting for you to do all the work. A multi-tiered retargeting campaign, clever banner ads reassured potential customers that WaterGuru balances. WaterGuru treats. WaterGuru does.

Save The Day,
Or Maybe Just The Afternoon

Part of the new brand rollout, a full brand site served as a platform to introduce WaterGuru to consumers. Along with prominently displaying the WaterGuru value proposition, the website features an e-commerce solution ready to take orders when the product launches later this year.

See it Live

Your Pool At Your Fingertips

The WaterGuru go-to-market strategy includes a mobile app that connects users to their pools and allows for easy re-ordering of testing supplies. The app mimics the look and feel of the website and other branded collateral to create a consistent and intuitive user experience.

Click through the app to see it in action.

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