Andy Carlson Design

Working for Seaich was a great experience, getting to create and direct many projects for the Seaich brand and all of the brands that fall under the Seaich umbrella such as Mucky Wear, Spacerails and a Waimea Bay (a new line of inflatable paddleboards and accessories). Before the relaunch, there were no sales rep resources and hardly any marketing materials to promote Seaich.

One of the first projects I worked on was building a logo and the overall brand identity for Seaich. I had a vision from the beginning that Seaich should have a very clean, simple design with bright red to grab the viewers attention.

Once the logo was complete, final artwork was sent to the sign makers for them to construct a large, nifty sign. The day finally arrived in December of 2020 when they installed the Seaich/Gentox (Gentox is the sister company to Seaich) sign to the building for the offices. The sign was approximately 5 feet tall by 20 feet wide.

Current catalog lineup as of August 22, 2022. Click on image to view public catalogs on the Seaich website.

Along with revamping the Seaich website, one of the other major projects was to create all of the catalogs and marketing materials. Initially, we only had two brands under Seaich: Mucky Wear and Spacerail. I was also tasked with creating a portfolio to show the growth of Seaich over a period of a few years. It took me about two weeks to create the Mucky Wear and Spacerail catalog and another week to create the portfolio. 2021 saw a rapid expansion with many new products added to Seaich including bikes, portable pools, swim tubes and other swimming accessories, sprinklers, bounce houses, inflatable hot tubs, space heaters, snow shovels, snow sleds and snow tubes. The end of 2021 marked the beginnings of a new brand of inflatable paddle boards and kayaks, aptly named Waimea Bay, which was trademarked in early 2022. A partnership between Seaich and MeSkin (a line of skin care products based in South Korea) was also formed in early 2022.

Displays

Double-sided drop shipping pool displays

The owner of Seaich came up with a fun, unique solution to offer these displays to Walmart store managers to sell Seaich pools directly to the customer. The main reason for this is so that the stores wouldn't have to keep inventory of such a large project. Ultimately, shipping was too expensive to drop ship so the idea wasn't really financially feasible, but the displays were really cool.

Level 4 through Level 7

Level 6 through Level 9

For the Sam's Club Roadshow, we created this 4-pallet Spacerail display. There were three versions of the displays, one version was for levels 4 through 7. Another version of the display was for levels 6 through 9. The third version was split with levels 4 and 5, 8 and 9. All displays started with the lowest level on the right and side and level numbers increased moving counterclockwise through the display.

The display was a huge success and we sold a lot of Spacerails across 4 stores. One of the biggest contributors to the success of the displays was the video at the top that played on a loop. The Spacerail is a pretty complicated with many moving parts so a video is the best way to show potential customers how Spacerails works along with the varying levels of difficulty.

I created this Mucky Wear prototype for our sales reps to pitch to store managers. This was a fun process.
I went down Walmart and took all of the pictures and did some heavy Photoshop work to get this result.

Many of the store managers requested an endcap version of the Mucky Wear display.