Fluidra Sustainability Campaign (ESG)

Open magazines with a brochure titled 'Creating a More Sustainable Pool' featuring images of a pool surrounded by trees and a cross-section diagram of water and landscape, with relax chairs and pool equipment.

Reframing Pool Automation and ESG Through Emotion

Fluidra’s products were highly technical, feature-heavy, and difficult for consumers to emotionally connect with. The challenge was to transform advanced automation, robotics, and sustainability systems into a visual language that felt intuitive, premium, and human.

The visuals blended smart-tech precision with organic flow — clean blues, tactile textures, and light-driven motion that brought water to life. Every asset, from digital storytelling to on-site activations, was designed to connect innovation with impact — proving sustainability can be both smart and striking.

Process

Dream it

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Dream it 〰️

Where We Started

It showed:

• The full equipment ecosystem

• Detailed performance stats

• System-level efficiency story

Visually it worked. Strategically it didn’t.

WE WENT BACK TO WORK ON THE VISUALS TO CONNECT MORE WITH THE MESSAGE

Next Round

Still felt product focused even though we changed to line drawings and it showed more pool...but not there yet

Further Iterations

As my team continued the exploration process, we investigated multiple imagery systems, keeping scaleability in mind, all while trying to connect to the core message:

These still didn’t feel like they were connecting the message to the final visuals. We took that lesson, analyzed it, and figured out it was missing one important aspect. FEELING.

The lesson we learned: Don’t show what technical product does, or how it can help sustainability in a pool equipment market.

Let people feel it.

PRINT’S NOT DEAD

As part of Fluidra’s Sustainability Campaign, we brought the message to life not just online — but in print, where it still hits hardest. From full-page features to trade mag placements across the pool and spa industry, our ads turned sustainability into something you could see, feel, and hold. Proof that when design and storytelling align, print doesn’t fade — it amplifies.

View of a store's interior with cleaning supplies and pool equipment, featuring a central holographic display depicting a floating island with trees, a house, waterfalls, and a green arrow.
A shop window display with a miniature landscape scene, showing a modern house with a swimming pool, trees, and outdoor furniture on a round platform. The backdrop features a floating Earth with water and landmasses, giving an impression of the scene being on the planet. Potted plants and decorative items, including a gnome figure, are arranged at the base of the display.
A window display with a sign that says 'Green Living Homes' showing an eco-friendly home surrounded by trees, grass, a swimming pool, and a solar panel, all on a small, rounded section of land floating above water, symbolizing environmental sustainability.

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