Case Studies

Latham Pool Brand Refresh + Website Redesign

Refined Brand Strategy and Behavior-Led UX Drove a +122% Surge in Lead Rate

Overview

We brought Latham’s legacy of trust, craftsmanship, and innovation to life online by elevating their brand and designing a website that delivers effortless usability and a luxury experience. 

Grounded in robust audience and UX research, we uncovered the behaviors and motivations behind every customer decision, using those insights to remove friction and create an intuitive, engaging experience. We aligned their brand strategy with their legacy, ensuring it showed up consistently, meaningfully, and in ways that stand apart from competitors—clear, confident, and unmistakably Latham. 

Client

Latham Pool

Industry

Type

[The Impact]
+122%
YoY increase in lead rate
+439%
YoY increase in clicks to lead form from homepage
9
months from kickoff to launch

The Challenge

Latham’s brand is built on craftsmanship, legacy, and trust. Yet online, that story was missing. The website experience was fragmented, confusing, and difficult to navigate, creating unnecessary friction and making it hard for customers to find what they needed. It also lacked a clear personality and did not stand out from competitors, limiting the brand’s ability to differentiate in a crowded category. The challenge was to transform not just a transactional experience but a meandering, unfocused one, and to create a digital presence that not only supported the functional demands of the category but also served as a clear driver of conversion.

The Strategy

To bridge the gap between Latham’s legacy and its digital expression, we redefined Latham's brand strategy, realigning purpose, promise and presence– anchored in deep audience understanding from UX research.

  • UX Research uncovered audience perceptions, motivations, and friction along the buying journey—insights that, paired with SEO, Paid Media, and website performance data, shaped the brand narrative and guided key website decisions.
  • Usability Testing revealed content opportunities, refined interactive elements, and ensured the experience supported end-to-end customer behaviors.
  • Unified the brand story around luxury, longevity, and emotional resonance—clarifying UVPs and differentiating the brand.
  • Simplified the digital experience to honor the craftsmanship behind every product and to create intuitive, confidence-building pathways.
  • A cohesive design system flexes across audiences and product categories while reinforcing a high-end, timeless feel.

The Results

A brand once limited by a transactional digital footprint now invites customers into a world of clarity, emotion, and trust—proving that when a focused brand strategy meets research-driven experience design, performance follows.

  • +122% YoY increase in lead rate

  • +439% YoY increase in clicks to lead form from homepage

  • 9 months from kickoff to launch

A transformation that finally matched Latham’s market leadership, turning the website into a research-driven luxury expression of the brand.

Ready to take your brand to the next level? Let’s talk.

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"Seer transformed our website redesign with deep consumer insights that evolved our brand strategy and created a truly inspirational, educational user experience. Their collaborative approach and expert project management made the entire process seamless."

- Gail Conroy, VP of Marketing

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