Problems & Goals
Dynamic Drains of Texas had an established reputation and a well-trained staff. They are highly skilled and professional, but increasing competition in the market had Austin Taylor (the owner with more than 20 years experience in the field) exploring all of his communication materials and visual presentation. He wanted a fresh look, a tighter message, and a pathway for the future. Everything about his company was on the examination table. He knew that 80% of service calls originated from women property owners and he needed to be a comfortable option for this demographic.
We spent a full afternoon in a brand discovery workshop and built their brand objectives, their client personas, brand statement/position, market position, their archetypal voice, and visual stylescapes. From that workshop, our team would have enough to go on to build brand looks and generate feedback on the design. Logos, color sets, typography, and supporting assets would follow to build print, web, and social media assets. We proposed specific super-pleasing polishing touches for all client interactions. We dropped ‘of Texas,’ but kept the emphasis on drain service rather than the broader term ‘plumbing.’
Concept & Process
We created a variety of looks for Austin to explore — we had an ultra-modern look, a more classic craftsman look for the historic tradesman aspect of plumbing, and a totally crazy concept called ‘current’ that played off the double entendre word that suggests ‘modern’ and ‘flow.’ In the end, he landed on a brand delivery system that can scale for the future, looks stunning and professional on his service vans. We built leave-behind gifts as part of his quality client interaction plan.
Response & Results
We saw his new service vans in the parking lot of Home Depot yesterday. We were proud — a fantastic look for a fantastic guy doing solid work in the community we love. It doesn’t get better than that. Check out his new website.
The Conference of Champions
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