Spencer C. Higgs
Creative Copywriting & Marketing Strategy
For Worlds Underwater and Balance Behind The Scenes.
The Preeminent Manufacturer of Premium Aquatic Systems.
Client
Project /
Rebranding
Objective /
Develop a voice and personality reflective of the brand's caliber and reputation.
Role /
Strategist ,
Sr. Copywriter
Agency /
M.A.D. Group
Year /
2015
Positioning Statements / Taglines / Brand Slogan / Campaign Slogans / Headlines / Mission Statement / Brand Pledge
New Tagline /
Aquatic Design, Manufacturing & Integration
New Slogan /
Where Water Drives Innovation
Key Target Markets /
Aquatic life support system (LSS) & facility engineers
Research institutes
Facilities managers
Hatcheries
Education systems
Market Positioning /
Aqua Logic is: the industry’s preeminent manufacturer and integrator of premium aquatic systems and components
That: builds robust life support systems using 100% stable, raw, and American-made materials, backed by world-renowned service and support.
Mission Statement /
Aqua Logic is committed to providing uncompromising, precision-perfect design and fabrication of high-performance aquatic systems and components.
We realize that, in selecting a manufacturing partner, you’re seeking integrity not just in materials but in morals, and reliability not just for service but for consistency. We also know that the unique characteristics of your application require equally unique attention to the finest details.
Therefore, it’s our mission to provide the absolute finest systems, equipment, and service to help you create better environments for life. Your success is the benchmark of our own, which is why we make your vision and your goals our singular priority.
Headline Samples /
RESEARCH & ENGINEERING
Our Products Help Ecosystems Thrive...
Under The Service And On The Bottom Line.
For Worlds Underwater, Balance From Behind The Scenes.
Aqua Logic – The Preeminent Manufacturers Of Premium Aquatic Systems.
Whole-Process Design Build — Whole-World Accessibility.
So Wherever You Are, Our Parts Can Meet You There.
Water Quality That’s Never Compromised.
Consistency When You Can’t Afford Anything Less.
Practice Makes Perfect…
But Wouldn't You Rather Get It Right The First Time?
From Sustaining Delicate Marine Life… To Ensuring Your “Catch of The Day” Stays Fresh…
Aqua Logic – Good For Life All Around.
Heavy Metal. Light Footprint.
Using 100% Raw, Leak-less Titanium Materials Helps Make Fragile Ecosystems A Little Stronger.
If It Broke, It Wasn’t Ours.
Stronger, Purer, More Reliable Aquatic Systems For Life Under The Surface.
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HATCHERIES
Lives In Hatcheries Are Lives In Balance.
Aqua Logic Ensures Equilibrium.
Aqua Logic
Big Differences For Little Lives.
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CLASSROOM EDUCATION
Water-Tight Tanks. Wide Open Minds.
Science Classes Come Alive With Aqua Logic Classroom Tank Systems.
Finally, Lessons That Literally Sink In.
Aqua Logic Tank Systems Are The Perfect Complement To Any Classroom.
For Inspiration That Doesn’t End With Bell...
Education That Starts Under The Surface.
Print Ad Campaigns
Trade Show Pull-Up Banners
With a calendar full of tradeshows and live events, Aqua Logic needed simple, eye-catching, portable advertising to pique the interest of the media and potential customers. These vertical banners rely on powerful, direct messaging and imagery that cross the gauntlet of Aqua Logic's services to appeal to a wide client base. They are still Aqua Logic's go-to setup for interactive events.
Full-Page Magazine Ads
To stand out from the barrage of boilerplate ads that litter the pages of industry publications, such as Connect Magazine, Aqua Logic had to look and sound as exceptional as they are.
This three-month campaign featured fun, engaging messaging that invited readers to quickly visualize the impact they could make in their aquariums and zoos with Aqua Logic's premium components and systems.
1/4-Page Magazine Ad
Koi are relatively small fish for whom their owners will pay big money to keep happy. Minor inconsistencies in water temperatures and quality can spell sad and expensive disaster. To strengthen their hold in a personality-rich industry, Aqua Logic appealed to koi owners similarly to other pet owners who only want the best for their pet. It also helps remind a whole industry not to use a pool pump to do a tank pump's job.
Web Copy
81%
of shoppers research a brand online before purchasing. (Source: AdWeek)
Clickable. Connective. Creative.
Confidence precedes commitment. To make a meaningful connection with Aqua Logic’s potential client base, keyword-heavy copy took a backseat to compelling and personal messaging on their website. We employed a unique-to-industry brand voice, imbued with tones of empathy, commitment, and purpose, to drive high-spending visitors to Aqua Logic’s e-commerce page. It worked. Sales continue to rise exponentially.
Zoos and aquariums nationwide turn to Aqua Logic for everything from single components to entire, custom aquatic environments
Believe it or not, penguins are picky. As are many in the animal kingdom. So when it comes to zoos and aquariums, Aqua Logic's near-faultless heaters and chillers help facilities keep animals from all habitats nice and cozy.
Ever wonder how "fresh seafood" stays so fresh... in Indiana? Everyday, Aqua Logic's high-caliber chilling systems help suppliers deliver seafood from troller to table.
Zoos and aquariums nationwide turn to Aqua Logic for everything from single components to entire, custom aquatic environments
With a distinguished verbal and visual brand, Aqua Logic's sales have steadily climbed month after month.