A-TEAM

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A-Team Pool Table Service is a professional pool table moving, repair, refelting, and installation company. For this brand identity design project, owner William Alaimo needed more than a new logo. He wanted a small business brand that felt classic, trustworthy, and polished, and that matched the quality of his work. Two discovery calls and a brand questionnaire gave me a clear picture of his business, his audience, and his brand personality, so the project was grounded in brand strategy before design began.

I explored three creative directions: classic and premium, sporty and retro, and vintage and timeless. The work started with hand-drawn sketches, which we used to test ideas before moving into custom logo design. Once we chose a direction, I built a brand mood board to guide the visual identity system. I then developed a primary logo, secondary logo variations, and submarks that work in print and online. Brand mockups on service vehicles, uniforms, and promotional materials showed William how his brand would look in the field.

The result is a professional service business branding package from Harley Design Studios that builds trust and brand recognition in a competitive local service market.