Venice patio enclosure company expands, rebrands

An outdoor enclosure company in Venice is expanding and rebranding. Absolute Aluminum recently opened an office and small showroom in Bradenton, with its sights set on further expansion.

It was an “easy choice to make to add to our service area since it's so close to our roots in Venice and we know it's a gorgeous area where folks enjoy their outdoor space,” Director of Marketing Summer Cruz says in an email. 

The new office is on 59th Avenue Drive in Bradenton, about 30 miles from the company’s headquarters on Ogden Road in Venice.

Founded in 1988, Absolute Aluminum provides pool and patio enclosures, pool enclosure lighting, gutters and pergolas. Currently, Cruz says the company has about 100 employees, and its vision is one of growth.

"In 10 years, I see the company all over the state of Florida … into Texas,” Absolute Aluminum COO Ryan Manuel says in a statement.

Along with its expansion into Bradenton, Absolute Aluminum unveiled a rebrand that brings into focus the company's values. First, there is a new mascot, Horatio, a cartoon dog version of the bulldog who appears in the company’s TV commercial. The actual dog belongs to Absolute Aluminum’s president, and his presence as the mascot showcases the company’s emphasis on protecting pets during home improvement projects, according to Cruz.

“Many of us in the company have our own furry family members and know the stress and pain it can cause when we have contractors coming in and out of our homes,” Cruz says in an email. “We're working on putting into place an internal process specifically aimed at making sure the well-being of all pets is taken into consideration when we're working on a project, from the sales call to our service department.”

With the rebrand, Horatio appears next to the new Absolute Aluminum tagline: “Cage looking RRRUFF? Mystery solved.” 

Courtesy image

Orange, lime green and blue dominate the color scheme.

"The colors are bold and confident, and we're pretty bold in what we say,” Absolute Aluminum CEO Dale “DJ” DesJardins says in a statement. "We tell every customer that we will provide them a solid education, solid communication throughout the project and the solid installation. I would say, that's pretty bold."

The company is finishing wrapping its fleet with the new branding, according to Cruz, who says it will be uniform across all locations as the business continues to grow. 

“Our core company is staying the same,” Cruz says, “just with a look that reflects the heart of our company.”