Water and Stone Branding and Logo Design
A New Direction
An existing pool company came to Brand Force 5 looking for a rebrand for his company, the new name was to be “Pools and Masonry.” But the owner’s ambition was much bigger: he wanted to move beyond smaller, price-driven jobs and compete for high-end pool, hardscape, and backyard-oasis projects with affluent homeowners.
That required more than a logo. It required a name and brand that would immediately signal luxury, permanence, and a more elevated experience to those clients.
We created the name Water & Stone Pools and Masonry. The name connects the natural materials at the heart of the company’s work while evoking the feeling of a private retreat; calm, substantial, and aspirational. It gave the business a brand that affluent homeowners could associate with the kind of considered, high-value outdoor spaces they could afford and that they wanted to create.
The Inspiration
The Water & Stone identity was designed to unite the company’s two areas of expertise—pools and masonry—in a single, distinctive visual system. The result pairs a bold, ownable mark with a refined palette and an aspirational lifestyle sensibility, creating a brand that feels as considered and elevated as the outdoor spaces the company builds.
A brand made to work everywhere
The identity begins with an award-winning logo that brings water and stone together in a single, ownable mark. It anchors the brand across every customer touchpoint—from business cards and door hangers to work trucks, apparel, and the website—creating a cohesive and instantly recognizable presence.
A floating-woman illustration adds an unexpected lifestyle element: playful, sophisticated, and aspirational. Paired with a rich black background and vibrant pool blue, the system evokes the luxury, relaxation, and craftsmanship behind the Water & Stone experience.
The vehicle graphics extend that presence into the real world, turning the fleet into legible, memorable mobile billboards at job sites and on the road.
For a look at a virtual brand book click here or check out this video of the printed version below.
Built for the Next Level
The goal was never simply a better logo. It was to give an established business a brand that more accurately represented the quality of its work, distinguished it in the market, and supported the direction it wanted to take.
Water & Stone reports that annual revenue grew from roughly $500,000 to more than $1.5 million since the rebrand. The company has already surpassed that first-year figure and projects annual revenue of more than $2 million in its second year.
The owner directly attributes this growth to the new brand and the way it transformed how Water & Stone was perceived by the clients it wanted to reach. The name, identity, marketing materials, and vehicle graphics gave the company the premium presence it needed to pursue higher-value projects with confidence—and helped turn that ambition into a dramatically different business.
Designed to Be Seen
Water & Stone’s vehicle wraps bring the brand into the real world. Designed for visibility on the road and at job sites, the fleet balances a bold, premium look with clear, immediate recognition.
More than transportation, these vehicles became moving brand statements—putting Water & Stone in front of the homeowners and higher-value projects the company set out to attract.
Built Into the Culture
A great brand doesn’t live only on a website or business card—it shows up in the way a team presents itself every day.
For Water & Stone, that meant carrying the identity into apparel and job-site essentials, including T-shirts, hoodies, and hard hats. These details give the crew a unified, professional presence while reinforcing the company’s commitment to quality, safety, and elevated craftsmanship on every job.
Our Thanks
Thank you to Water & Stone for trusting Brand Force 5 with a transformation that went far beyond a logo. Together, we built a name, identity, and brand presence designed to help the company pursue more ambitious work—and support the remarkable growth that followed.
We’re honored that the Water & Stone logo has received a New Jersey Ad Club Award for Logo Design. And to every client, creative peer, and judge taking the time to explore this work: thank you. We believe the best design is not only distinctive—it helps a business become what it set out to be.
If your business is ready for a brand that reflects where it’s going next, let’s talk.
