Van Kirk & Sons Pools & Spas Announces Revamped Brand Identity and Online Presence

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Contracts Renowned Creative Agency to Conduct Total Brand Refresh

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Our new website, social media properties and logo are now on par with the quality of the pools we have been building for nearly forty years, said Bobby Van Kirk, Van Kirk & Sons' President.

Van Kirk & Sons, one of the nation’s foremost designers and builders of custom residential and commercial pools, today formally unveiled a new company website and brand identity suite. Recognized as one of Hanley Wood's Pool and Spa News “Top 50 Pool Builders in America,” Van Kirk & Sons’ executive team believed the time was right to forge ahead with a new identity that properly communicated the company’s message and value proposition in a more modern, stylized manner.

“We very much wanted to make a statement with our new brand identity. Van Kirk & Sons has long prided itself as being a company with a finger on the pulse of the industry, and we felt strongly about having branding and a web presence that reflects our forward-thinking ideals,” said Bobby Van Kirk, Van Kirk & Sons’ President. “Our new website, social media properties and logo are now on par with the quality of the pools we have been building for nearly forty years.”

With a keen eye and desire to consistently communicate the new identity system across all consumer channels, Van Kirk & Sons selected Theory Communication & Design, a boutique marketing and advertising agency traditionally known for their work with Fortune 100 clients, such as General Motors, ExxonMobil, and Coca-Cola. Theory worked closely with Van Kirk & Sons to develop its entirely new “look and feel,” and to ensure the brand’s most pertinent attributes were accurately represented for this next phase in the company’s history.

“Many things have changed in our nearly forty years in business. Trends and technologies have come and gone, but the one thing that has remained consistent is our work ethic and tireless dedication to building the best pools and spas in the world,” said Tim Van Kirk, Van Kirk & Sons’ Vice President & CEO. “With this overall reimagining of our image, we now believe we have a brand identity and web presence that gives us the tools to effectively communicate the quality of work Van Kirk & Sons is known for.”

In addition to a robust selection of content, which includes a vast photo gallery of both residential and high-profile commercial projects, Van Kirk & Sons’ new web presence also incorporates its first foray into the social media space. Plans are to regularly engage customers and create an ongoing dialogue through its Facebook, Flickr, Vimeo and corporate blog properties, where Van Kirk & Sons will offer pool design and remodeling ideas as well as exclusive, behind-the-scenes video content. To see the company’s new website and brand identity, please visit: and

About Van Kirk & Sons Pools & Spas: Founded in 1975, Van Kirk & Sons is one of the nation’s foremost, full-service builders of custom pools and spas. Trusted to build over 15,000 residential pools in four decades, Van Kirk & Sons’ philosophy remains its key differentiator: “Build each pool as if it were going in your own backyard, and treat each customer like family.” Commissioned to design, build, and renovate pools for well-known hotels, such as: The Ritz Carlton, The Fontainebleau Miami Beach, The Orlando Peabody, and the Marriott Singer Island Resort, Van Kirk & Sons is recognized as one of the “Top 50 Pool Builders in America.” For more information, please visit:


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