After a name change, Atlantic Aluminum Dock Products needed a fresh brand identity that felt modern, strong, and professional. Their previous logo was hard to read across platforms and often applied inconsistently, which made it tough to create brand recognition or build trust. It also included some stylistic elements that felt outdated—not bad, just no longer aligned with where the company was headed. The team wanted a clean, contemporary look that could stand out across digital and print—and that better reflected their core product line, The FloatStep and South Florida coastal roots.

We started with a deep dive into their goals, voice, and audience—and used that to design a bold new logo and full brand identity. The icon was inspired by their best-known product, The FloatStep, and includes wave elements to represent both the ocean (where most of their products are used) and the momentum of the company itself. The modern color palette is bright, confident, and ties directly to the South Florida marine environment.

Early Impact: Launched: April 2025 — We’ll continue tracking the full rollout as the brand is applied more widely. The updated identity has given the team new confidence in how they present their brand. Customers immediately recognize the visual connection to their products, and vendors now have a consistent toolkit for applying the brand correctly across materials.