Santaite Electric
Brand design and business system for electrician company.
Tools
Adobe Illustrator, Adobe Indesign,
Date
05/18/2023 - 06/10/2023
OVERVIEW
Santaite Electric, a leading provider of Bergen County’s electrical services, aims to revitalize its brand identity and develop a comprehensive business system. With a commitment to excellence and family, Santaite Electric seeks to create a cohesive visual identity and streamlined operational framework that aligns with its core values and resonates with its target audience.
OBJECTIVE
The objective of designing a brand identity and business system for Santaite Electric is to enhance brand recognition and establish a consistent business system. By creating a visually appealing and cohesive identity, the Santaite Electric aims to attract new customers, and foster loyalty among existing clientele.
OUTCOME
Upon completion, the brand identity and business system for Santaite Electric will be characterized by a modern and professional aesthetic, giving the nearly 100 year old company a new life. Through the implementation of a cohesive business system, Santaite Electric will integrate its brand identity across all touchpoints, including marketing materials, signage and digital platforms. This approach will enhance brand recognition and foster a strong sense of trust and credibility among customers.
Designer Role
Designer was hired to lead the creation of the electric company's brand identity. Utilizing Adobe Illustrator and Photoshop, the designer was able to conceptualized and design a logo and brand elements that captured Santaite Electric's goals and services.
SOLUTION
The process involved research and design exploration to develop a final logo that effectively communicates Santaite Electric's brand essence. The final logo design and business system resonates with Santaite Electric’s target audience and differentiates it from competitors.
RESEARCH
Conducted research on Santaite Electric’s target audience to inform the branding strategy. Discussed mission, values and design goals with the client.
Target Audience
Santaite Electric’s audience comprises homeowners, businesses, and property developers in Bergen County, New Jersey, and surrounding areas.
These individuals and organizations seek reliable residential and commercial electrical services from a trusted local provider with a legacy of quality workmanship.
Overview:
Homeowners, businesses, property developers
Prioritize reliability, quality, professionalism
Property development, renovations
Residential services: installation, repair
IDEATION
Brainstormed logo concepts that encapsulated Santaite Electric’s essence and desire for a modern look.
Branding Strategy
During ideation the focus was to create a modern logo design that incorporates subtle yet impactful imagery of electrician work. The client wished to steer away from use of “plug” or “outlet” imagery, while still staying close to the company services.
Brand Voice:
Fast
Reliable
Classic
Loyalty
Connection
DESIGN
Primary Logo
The main logo mark consists of a type treatment wordmark and a rectangular wire conductor around it. The Santaite Electric bolt is rested in the middle of the conductor below the type.
The primary logo can be used in any 1-3 colors of the Santaite Electric palette as well as black and white.
Alternate Logo
These alternate brand marks can be used in place of, the full logo to provide flexibility in applications.
Fonts
Santaite Electric’s brand typefaces are laid out here.
Secondary typefaces may be brought in for specific campaigns and special usages, but for overall branding purposes, these are the primary typefaces that should be used.
Colors
Santaite Electric’s primary palette consists of 4 main colors: Current Crimson, Voltage Void, Circuit Slate, Watt White. These colors will make up at least 75% of the visual design of all Santaite Electric collateral.
These colors can be used in tints and transparencies when it is deemed appropriate.
Print Work
PUTTING IT IN PRACTICE
Apparel & Gear
RESULTS
The results of Santaite Electric's branding design initiative were met with enthusiasm from business oweners, solidifying the company's visual identity as new and impactful. The refreshed brand resonated strongly with customers, leading to heightened brand visibility and enhanced customer loyalty within the target market.
KEY FINDINGS
A collaborative approach is vital throughout the branding design process. It is important to craft a cohesive brand identity that resonates with the target audience as well as the client. By finding a balance between client preferences and design functionality, Santaite Electric successfully created a brand identity that fosters customer loyalty and trust, reinforced by consistency across all brand elements.
Conclusion
Santaite Electric's journey to craft a new brand identity exemplifies their commitment to excellence, innovation, and customer satisfaction. By aligning their branding with their mission of providing reliable electrical solutions and upholding their core values of integrity and professionalism, Santaite Electric has not only strengthened their market position but also reaffirmed their dedication to delivering quality service to the New Jersey community.
Contact Us
Email: 20kardese@gmail.com | Phone: (201) 575-6879 | Website: www.kristinardese.com