Aqua Plumbing & Air: "Aqua Has Your Back"
How a 50-year-old Sarasota home services brand went from no brand consistency and no direction to Florida's best advertising.
A great company that didn't look like one
Aqua Plumbing & Air has served Sarasota and Manatee County since 1974 — five decades of dependable plumbing, HVAC, and electrical work. But the brand hadn't kept up with the reputation. There was no brand consistency and no creative direction. Just decades of disconnected marketing.
Partnering with Andrew Freitas, Aqua's General Manager of Residential Services, we set out to change that — building a brand that finally matched his vision for the company.
What our brand audit found
- No consistent brand colors — every ad, truck wrap, and post pulled from a different palette.
- Multiple logo versions — stretched, recolored, and low-res files in circulation.
- No unified voice or typography — every piece looked like it came from a different vendor.
- No campaign idea — nothing connected one ad to the next.
How we got there
Brand Audit
We catalogued every customer touchpoint — truck wraps to invoices — and documented every inconsistency.
Brand Guidelines
Official colors, logo rules, typography, photography style, and tone of voice. One source of truth for Aqua's team and every vendor.
Campaign Concept
Working hand-in-hand with Andrew Freitas, Aqua's General Manager of Residential Services, we shaped the tagline around his vision for the brand: "Aqua Has Your Back" — a simple, ownable promise of reliability across plumbing, HVAC, and electrical.
Creative Production
Our creative direction was sent to the Observer Media Group, where artist Taylor Poe brought the concept to life.
Integrated Launch
One message, one look, one voice — rolled out across every channel at once.
Gold
Aqua's first true brand campaign was named among Florida's best advertising.
A fully integrated rollout
Gold — Florida Press Association Creative Excellence Awards
"Aqua Has Your Back" took home Gold at the Florida Press Association's Creative Excellence Awards, judged against creative work from across the state. A brand with no consistency and no direction became award-winning — on its very first campaign.
"Our marketing used to look like it came from ten different companies. ink! took the vision I had for this brand and made it real. 'Aqua Has Your Back' isn't just a tagline — it's who we've been for 50 years. Now everything we put out finally shows it."
— Andrew Freitas, General Manager of Residential Services, Aqua Plumbing & Air
Does your brand have your back?
If not, let's chat. We'll start with a brand audit — just like we did for Aqua.
Request A Brand Audit
