Selected work

Goldsmith Pools

Disciplines
WEBSITE | BRAND SYSTEM
Status
Independent concept
Accent
Goldsmith blue#00A1E4
Goldsmith Pools homepage hero, a luxury pool builder concept showing a landscaped Mediterranean courtyard

The project

Goldsmith Pools

A self-initiated concept developed by Signal Grove to explore how a luxury pool builder could lead with the look of the work and still make the route to a design consultation obvious. It was not commissioned.

A pool at this end of the market is not bought from a specification sheet. It is bought from a feeling about a backyard, and the photography does almost all of that work. The concept is built to get out of its way. That is why it is one long page rather than a site map: no menu to negotiate, and no sequence of clicks between wanting a pool and asking about one. Type is set large and unhurried on near black so the water reads as the brightest thing on the screen, and the one saturated color is kept for the few places that are meant to be pressed.

The business case

Why the work is shaped this way.

Audience
Homeowners buying a luxury pool, a purchase made from a feeling about a backyard rather than from a specification sheet.
Business goal
Let the photography carry the decision, and keep the distance between wanting a pool and asking about one as short as possible.
Conversion strategy
One long page with no menu to negotiate, and a single saturated color reserved for the few things meant to be pressed.
Design decision
Large, unhurried type on near black, so the water reads as the brightest thing on the screen.
Project status
Independent concept. It was never launched for the business, so no results are reported.
The page

One long scroll, no site map

The Goldsmith Pools home page in a browser window, a Mediterranean courtyard pool behind the headline Designing Legacies Of Pure Hydrology and a featured estate specification panel
Identity

One saturated color, kept for the things meant to be pressed

Playfair Display over Inter. Everything that is not the water is sand and stone, which is what the photographs are already made of.

Goldsmith Pools brand guide: the lockup on light and dark, the named color palette with hex values, the type scale as it is actually set, and the real button styles
Through the scroll

The work, the process, the financing

The Complete Backyard Environments section of the Goldsmith Pools concept, three photographic cards for gunite infinity pools, outdoor kitchens and fire features
Quiet beat

Room to stop

A long scroll needs somewhere to rest, or none of it lands.

A quiet section of the Goldsmith Pools scroll, the serif headline Luxury in Your Own Backyard centered on near black
On a phone

The same scroll, at arm's length

Three phone screens from the Goldsmith Pools concept, showing the hero, the backyard environments cards and the numbered process

Next project

Hickman Homes

A custom builder concept that carries the promise and the specifications on the same page.

See the project
Hickman Homes homepage hero, a Central Florida custom home builder concept in forest green and sand

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