ROLE

Brand Director

DURATION

05/2024 - 07/2024

TOOLS

Figma, Illustrator, Photoshop

Services

Creative Direction ⋅ Visual Identity Design ⋅ Logo Design ⋅ Signage ⋅ Van decals ⋅ Apparel ⋅ Print Design

Overview

A local business operating in the Monterey County, Aaron’s Plumbing specializes in residential plumbing, mainly serving homeowners and small businesses. The founder, Aaron Lindvall, reached out to me, seeking to stand out from the rest of the crowd, and I brought his vision to fruition.

The logomark presents a strong, vintage look—utilizing subtle shapes and curves to resemble pipes, and evoke integrity, trustworthiness, and tradition.

Context

Why aaron's plumbing?

Picture this: You’ve been a contracted plumber working at a certain company for a number of years. Over time, you start to question the decisions of leadership.

You need fruitful opportunities. However, there’s not much better options out there in the Monterey County — there’s mistrust between customers, malpractice, so on and so forth. So how about you learn the ropes to starting your own plumbing business?

Background

OVERVIEW

To be honest, I don't know anything about plumbing. So I wanted to know more, such as:

  • Mission statement and core values.

  • Essential brand message, personality, and tone

  • Other products or services

These 3 aspects of the company would be the quintessential guiding principles in my design process.

I also asked other questions relating to Brand Identity, Target Audience and Market Position, Brand Messaging and Communication which you can view here. Here are some snippets of responses:

PROBLEM

Despite its vibrant community, members had concerns of fragmented communication channels — creating a pattern where critical information (class announcements, social events, financial info.) gets buried, and programs miss opportunities to connect with each other.