Pasco Aquatic Center

With a new aquatic center on the horizon, the Pasco Public Facilities District needed more than a name and logo—it needed an identity the community could embrace from day one. Focal Point partnered with Sonar Insights and WSD Services to lead the facility through a comprehensive naming and brand development process rooted in community input. Then, once the identity was established, the brand would need to extend throughout the new facility via a long list of signage and collateral deliverables – creating a cohesive experience across interior and exterior signage and other applications in preparation for its June 2026 grand opening.

Over the course of approximately five months, Focal Point, Sonar Insights and WSD Services led a collaborative process that gave community voices an important role in shaping the new identity. We began with a brand workshop featuring a group of local “brand ambassadors” made up of Tri-Cities residents and community leaders. Insights from that workshop helped guide naming and visual concepts, which were then tested through focus groups and surveys before a final name and logo were presented to and approved by the Pasco City Council.

With the identity established, we developed a comprehensive visual system and brand toolkit designed to work far beyond the logo itself. Partnering with WSD Services, we carried that system into interior and exterior signage throughout the new facility, creating a consistent experience from the moment visitors arrive. With opening day quickly approaching, close coordination between our teams, the City, print vendors, and signage fabricators kept a large number of applications moving from design through production and installation in time for the grand opening.