The Pool Collective assemble customised teams of skilled, creative, and passionate artists and makers. Following a review of their messaging, competitive set and marketing strategy, M35 worked with The Pool Collective to refresh their visual identity to achieve a clearer presentation of their offering as well as a more distinctive and ownable visual position in market. This entailed moving away from the category norm of sans-serif, and instead utilising an identity system that contrasts a more traditional serif typeface with a contemporary grid and layout structure.