Problem
When the pandemic boom in home improvement ended, Poolcorp (Nasdaq: POOL) pivoted to protecting margin. At the time, Regal, one of several subsidiaries, was stagnant, inconsistently merchandised, and fighting for shelves.
Step 1: Refresh the Brand
Leading creative services for Poolcorp, I directed the internal creative team on updating the logo, and re-designing the packaging. I then concepted and produced campaigns to relaunch the brand.
Brand Video
Step 2: Instill Confidence
The Royal Treatment, a flagship capsule of products, spearheaded the launch, and the golden seal icon doubled as both a Consumer Guarantee and a Dealer Certification badge.
Social mixed Brand with Education.
Digital drove traffic to dealers.
Our B2B clients saw their stores ranked based on certified status.
Campaigns spanned online to offline.
An industry-leading mobile app allowed consumers to scan test strips and get instant product recommendations.
Capturing email online and in-store let the CRM serve product and service offers.
B2B clients purchase through Poolcorp’s Pool360. For retail consumers, Regal is available from hundreds of dealers, on Amazon, and at Lowe’s.
Step 3: Activate Retailers
For our Dealers, we provided a step-by-step playbook, showing them how to get the most out of working with us. It included: how to order signage with purchase credits, how to merchandise their stores, access sales support, and offered a program of incentives.
RESULTS
Regal grew 5% YOY on a $318M base—more than double the pace of Poolcorp’s broader chemical portfolio—inside $5.3B of 2025 revenue.
When asked on Poolcorp's Q2 2025 earnings call what was driving double-digit growth of private-label chemicals, corporate leadership named this brand transformation.
