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Transform perception, create connection, drive change

Collaborative Process

The path between effective design and desired response is through a collaborative process

Brand Values

Align your creative with your goals and brand values

Bespoke Design

After all design infiltrates our world, make your design memorable, make it count

Great Support

We’re here for you every step of the way, how can we help you?

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Kris Roufa

Founder & Designer

Why We Do This

Life inspires. I am driven by the relationship between effective design and human reaction, and the problem solving required to get there. Design infiltrates our world. Design is communication and is what motivates an audience to a desired response. Whether in developing an identity system or visual brand, or identifying how to talk with your customer, design is integral to the process. It’s what I do. Pool is about a collaborative process that starts with listening, understanding your goals and working through them step by step, resulting in a visual marketing campaign that is effective and elegant.

Click Here for a copy of my deck.

Know More

Logos designed
Cups of coffee offered
Happy clients
Trail miles run


Design is innovation. Design is communication. It’s what gives your brand traction and the glue that holds it all together. It’s the core of what Pool does.


We have a few tricks up our sleeve, and alluring illustration is one of them. If your creative is in need of a special something, let’s consider illustration an option.

Identity Systems

If brand is the soul of your business, your logo is the jewel in it’s crown. We’ve been developing logos and I.D. Systems for 23 years that resonate with your customer.


Let’s make sure the creative developed hits all the touch-points on your customer’s journey and increases your marketing ROI.


We have a love affair with print, it’s never gone away. If you’re looking for a printed piece that becomes just short of a euphoric experience, we can help.


If you are looking for someone to bounce ideas off of, would like some analysis about your existing materials, or simply want to confer, deliberate or chew things over, give us a call!

Recent Work

A Few Recent Favorites

What Our Clients are Saying

  • It is with sincere pleasure that I recommend Ms. Kris Hickcox and the services of Pool Creative. I have worked closely with Kris for the past five years on multiple collateral, tradeshow, advertising POS and packaging projects for several international cycling brands including: Continental tires, Selle Royal, Fizik and Brooks saddles, and Crank Brothers components and accessories. The brands present the unique challenge of translating German and Italian heritage and flair, to the North American market. Kris has embraced the respective brand equity while lending a creative and often artistic balance to a unique North American message. Timely, accurate, and pleasant, yet creatively challenging, Kris brings an edge to the presentation without losing sight of brand origin. Whether it’s a daunting 216 page trade catalog, or a revised corporate identity suite of logos, business cards and letterhead, Kris consistently meets the task with fresh and intuitive energy. I cannot offer higher praise, nor stronger encouragement to consider the services of Kris and Pool Creative.

    Brett Hahn, Brand Manager-Continental Bicycle Tires North America

  •  It has been my pleasure to work with Kris for over ten years on a number of projects that involved; packaging, marketing, design, strategy and execution. Her ability to listen and deliver clear and realistic tactical concepts is rather extraordinary. She is very connected to consumer trends and is skilled at communicating her point of view in practical and intelligent terms. Most of all, Kris is a delight to work with, treating every challenge we have given her with high energy and  incredible clarity of thought. She brings to her work a level of attention and detail rarely found. 

    Fritz Geisler, CEO, Hermosa Creek and Christina Erteszek, Designer, Hermosa Creek

  • I LOVE it!!!! You are so lucky to make everyone happy!!! Everything you do is perfect and fun! Thank you! 

    Angela E. Pinkerton, DMD, Durango Kids Pediatric Dentistry

We’d love to talk with you, give us a call!


Our Process

What happens next? Communication, checking in, checking out, checking things off-
any design begins and ends with solid communication and a system for making it all happen.


This is all about gathering information, getting to know you and your product and establishing goals.


We’ll explore concepts that meet the prescribed criteria, discuss messaging components and come out with the best thoughts and ideas from the meetings.


Let’s play with those ideas, and put something tangible down to look at. Lots of discussion and back anbd forth happens here. It’s all part of the process. We love when you’re happy.


What happens next all depends on what we’re up to, but this is where we get all the pieces together and send them off, deliver to you or whatever needs to be done to get the job done right and on time.

Get in Touch With Us