Get Your To-Do Done
A versatile campaign platform that unified every piece of Reece Irrigation & Pools’ previously fragmented communication.
The Thinking: Reece Irrigation & Pools was running four separate campaigns a year — each targeting different customers, products, and services — plus a layer of ad hoc and always-on activity on top. The result was fragmented communication that never built on itself, and a production budget spread too thin to make any single campaign land. The strategic fix wasn't another campaign. It was a platform elastic enough to carry every customer, every product, and every channel, so that every execution contributed to the same cumulative brand and commercial effect.
My Role: Creative Leadership, Creative Strategy, Concept Development, Content Strategy, Copywriting & Messaging, Art Direction
One Platform, Every Customer
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Compounding Creative & Production Efficiency
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One Platform, Every Customer — Compounding Creative & Production Efficiency —
The campaign platform's core strength was its elasticity — the same idea that ran on a billboard (below) could be adapted for a social story, an EDM, or an in-branch sign. For a business with Reece Irrigation & Pools' customer, product, and channel diversity, that meant genuine creative and production efficiency, and a brand presence that felt coherent for the first time.
The to-do list provided a natural storytelling device — sequential, purposeful, and immediately legible in any format.
In social executions it created genuine narrative momentum, and in print it communicated product benefits in seconds.
Social executions were platform-first, adapting our campaign platform’s logic to fit the channel.
Every execution was recognisable, and none of them felt like an afterthought — which is the difference between a campaign people remember, and one they don’t.
Reece Irrigation & Pools serves landscapers, pool builders, pool maintenance professionals, and irrigation specialists. Audiences with very little in common except that they need to get things done.
Our campaign platform's structural flexibility meant we could speak to each audience, in their own language, without fragmenting the brand.
Merchandise extended the platform into the hands of the people who matter most — customers.
A notepad wasn't just a branded object; it was a daily reminder of the campaign platform’s promise.
EDMs and digital display proved the campaign platform's most important commercial quality: it could carry any product or promotional messages.
The campaign platform's final frontier was the branch itself.
Custom uniforms, signage, and in-branch materials delivered the same message as everywhere else — turning brand awareness into conversion confidence.
