A-TEAM

A-Team Pool Table Service is a professional pool table moving, repair, refelting, and installation company, and this case study highlights how Harley Design Studios helped refresh and modernize the business through brand identity design and strategic visual direction. Owner William Alaimo came to me looking for more than just a new logo. He needed a professional brand presence that felt classic, trustworthy, and polished while better reflecting the quality of his services and the customers he serves. After two discovery calls and a completed brand questionnaire, I gained a clear understanding of his business, audience, and the brand personality he wanted to communicate, which gave the project a strong strategic foundation before design even began.

From there, I explored three creative directions, classic and premium, sporty and retro, and vintage and timeless, to help define the visual style that best matched the business. The process began with hand-drawn logo sketches and early concept development, which allowed us to test ideas and shape the direction before moving into polished digital logo design. Once the strongest path was chosen, I created a brand mood board to guide the visual system and developed a primary logo, secondary logo variations, and submarks for flexibility across print and digital use. To bring the identity to life, I applied the branding to mockups such as service vehicles, uniforms, and promotional materials so William could clearly see how the new brand would appear both online and in the field. This project reflects Harley Design Studios’ approach to combining brand strategy, logo design, and visual storytelling to create a professional identity that builds trust, recognition, and credibility in a competitive local service market.