A-TEAM

William Alaimo, the owner of A-Team Pool Table Service, came to me to refresh and modernize both his brand identity and website design. This project was about more than just a logo, it was about capturing the essence of his pool table business with a visual identity that felt classic and professional. After two calls and his completed brand discovery questionnaire, I gained a clear understanding of his services, the customers he serves, and the trustworthy personality he wanted his brand to project.

Based on his feedback, I presented three creative themes to explore, a (classic & premium), (sporty & retro), and (vintage & timeless) look. We started with the discovery phase, where I created a series of hand-drawn sketches and concepts to explore ideas on paper. This stage was essential for experimenting with style and direction before moving into the digital process, where I refined those sketches into polished renderings that merged creativity with strategy. This gave William a clear view of his options and allowed us to align on a direction that best reflected his business and his demographic.

From there, I built a brand mood board to serve as our creative compass and developed a primary logo, secondary variations, and submarks for flexibility and brand consistency across platforms. To make the identity tangible, I applied the branding to mockups, including service vehicles, uniforms, and other promotional items helping him visualize how his business could stand out both online and in the field.

This process combined storytelling, strategy, and design expertise to deliver a professional brand identity that captures the heart of A-Team Pool Table Service, one that builds recognition, trust, and professionalism while helping his business shine in a competitive market.