When we started with Midnight Sun they had a longer name, Midnight Sun Pools 'n Spas. Even though this is a more descriptive name, it's a mouthful. There were several variations people would repeat, which doesn't give a strong brand presence, especially in a business where referrals are very important! So after our strategy session for the marketing goals, we all decided to shorten the name and design a new logo! The new brand is very high-end yet gives a feel of the experience; social, fun, relaxing, entertainment. Evolve developed a new brand and then rolled out a campaign theme. A new ecommerce site for the service products will be launched soon too.