The Handyman Can
Branding, Print & Web Design, Signage, Apparel
The Handyman Can is a neighborhood craftsman based out of Natick, MA. Prior to this rebrand, the company lacked brand visibility and the benefits of a complete design system. The only sources of advertising were through local newspaper advertising and word-of-mouth; no website or social networks (e.g. Angies List, Yelp, YellowPages, etc.).
The main drivers for the rebrand: (1) develop a clean and professional design system that aligns with the care and respect the owner expresses through his craftsmanship. This would also articulate a sense of legitimacy and make clients feel more comfortable in hiring the company; (2) expand the brand system: apparel, vehicle signage, website, social networks (Angies List, Yelp, YellowPages).
While designing this system, I aimed to target to the current client base (usually 50+ years old), but also to attain new (younger, and tech-savvy) clientele. These ideas directed my design decisions for typography and color. I wanted the logo and design style to have a humanistic character, and to look "crafted", thought out, and fresh; to express the familiarity of a 1960s industrial/vintage feel, with certain modern elements, like the website.