For more than three decades, Softub® has stood apart with portable, lightweight hot tubs unlike anything else on the market. But their brand identity hadn’t kept pace with their innovation. We dove in to create fresh brand guidelines, a distinct voice, and cohesive messaging that flowed across social media, trade show collateral, and beyond. When it came time to debut their newest model — the Poseidon X™ — we made waves with a cinematic product video to showcase its style, performance, and ease of use, helping Softub introduce itself to anyone who likes to relax.