Signal Grove · Selected work

Goldsmith Pools

WEBSITE | CONCEPTA concept redesign we produced ourselves, not commissioned work.
Goldsmith Pools homepage hero, a luxury pool builder concept showing a landscaped Mediterranean courtyard

The project

Goldsmith Pools

WEBSITE | CONCEPT

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. There is no menu to negotiate and no sequence of clicks between wanting one and asking about one. The scroll moves through the work, the process and the financing, and the inquiry is never more than a tap away from wherever a visitor happens to stop.

Type is set large and unhurried, Playfair Display over Inter, on near black so the water reads as the brightest thing on the screen. The one saturated color is the company's own blue, kept for the few places that are meant to be pressed. Everything else is sand and stone, which is what the photographs are already made of.

This is a concept redesign we produced ourselves. Nobody commissioned it, and no result is being claimed for it.

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 stylesThe Goldsmith Pools homepage concept, a full-bleed courtyard photograph under a slim dark navigation barTwo sections from the Goldsmith Pools scroll, moving from the hero into the workTwo further sections from the Goldsmith Pools scroll, covering process and financingThree phone screens showing the Goldsmith Pools concept at three points in its single-page scroll
Let's talk

Ready to build something worth showing?

Tell us about the organization and what it needs to look like. We'll come back with what we'd build first and what it would take.

Start a conversationSee more work