POOLSIDE STUDIOS

CASE STUDY // POOLSIDE STUDIOS

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PROJECT / BRANDING & IDENTITY DESIGNCOMMISIONED BY / RAKA KERTANEGARAYEAR / 2025

I was approached by Raka Kertanegara via TikTok around early 2026. We had met earlier from an event I did (CRASH OUT! 2025), where he and his team screened their short movie "Stirring The Broth". Somewhere along the way we got in touch, and he expressed interest for me to create a proper branding system for Poolside Studios, his production house. Before I entered the picture, Poolside Studios previously had another designer create their logo, but went unfinished. I was tasked in putting in my perspective in their identity design.

ABOUT POOLSIDE STUDIOS

Poolside Studios is a collective with a focus on storytelling and crafting engaging narratives. Offering audio-visual content production services, accommodating the process from ideation to execution. Fostering a healthy collaboration in every stage of the process and ensuring a final product that is in line with THE desired communication needs.

DESIGN GOAL

Create proper visual branding that captures the Poolside collective identity, goals, and artistic character. Ensuring an inclusive style that holds value and signature flair. And present Poolside as a creative entity rather than just a production house.

KEYWORDS

AMPLIFY VOICESCOMMUNITYINCLUSIVITYARTISTIC CHARACTER

--- (STAGE O1: CONCEPTING) ---

The design process begins with understanding the goals and ideas of the brand. From this, three design concepts were created to be proposed to the Poolside Studios team.

CONCEPT ONE

Amplify

Rooted in the idea of amplifying voices through storytelling. This logotype is a gradual shift in scale from large to small, representing cinematic depth, perspective, movement, and echoing how stories extend beyond creation.This logo is simple and grounded, and not overpowering.

CONCEPT TWO

Cinema

Inspired by cinema, this logo displayes a repeated pattern forming a camera. Representing the core of Poolside's work as well as mission to amplify voices, shown through the motion of the visual. Paired with a serif font, grounding Poolside and balancing it with authorship and clarity.

CONCEPT THREE

The Pool

Inspired by the "Poolside" name and the concept of "jumping in the pool", this logo displays the surface of a water pool. Inspired by ripples in water, representing how stories movie and forms resonance. Placing Poolside as the entity that enables movements, shaping influence and impact.

--- (STAGE O2: REVISING) ---

After proposing and much discussion with the Poolside Studios team, they decided they wanted a branding that doesn't stray too far from their original logo. Something similar, but with a story behind it. They expressed interest in the pool idea in concept three, and wanted further exploration with their original branding in mind.

(PREVIOUS LOGO)

Using the same typography as concept three, and the oval element of the previous logo,, I configured different alternatives using the third concept of "jumping in the pool" and visualizing ripples of water. Using the same typography as concept three, and the oval element of the previous logo.

(EXPLORATION)

--- (STAGE O3: BRAND GUIDELINES) ---

After further discussion with the Poolside Studios team, a final logo design was approved. The final step was creating a branding guide to go along with the new logo.