Building a Brand, Constructing an Identity: LevelUp SoCal's Story
Role
I was the designer of the logo system and business cards.
Project goal
In an effort to carve a distinct identity in the crowded Southern Californian construction and commercial janitorial services sectors, LevelUp SoCal partnered with us to craft an engaging and professional brand image. We co-created an adaptive logo system and business cards for both branches of their business. The outcome significantly bolstered LevelUp SoCal's professional appeal, enabling them to attract their ideal clients.
Introduction
In the bustling Southern California market, LevelUp SoCal arrived as a fresh face in the General Construction and Commercial Janitorial Services sectors. They had a goal in mind - to offer superior services, keeping sustainability, employee growth, and excellent results at the forefront. They knew who they wanted to serve: local businesses seeking top-notch, reliable service. Yet, to effectively reach these potential clients and set themselves apart, LevelUp SoCal recognized the need for a distinct and professional visual identity.
The Catalyst
As a new business, the initial spark to reach out to us was simply the act of launching their company. They were not just starting a business; they were aiming to make a an impact in a competitive field. They wanted to not only appear professional but also approachable and personable - qualities that sometimes get lost in the corporate environment of construction services. This desire for a unique brand identity that truly reflected their ethos led them to partner with us.
The Process
My work with LevelUp SoCal began with a thorough discovery session. This involved understanding the client's brand traits, their ideal customers, their competition, and the desired look that would best represent their brand. This deep dive guided the subsequent industry research, competitor analysis, and the creation of Stylescapes to visually articulate the brand's spirit.
Six brand attributes we determined during the discovery session.
Once the preferred Stylescape was chosen, I focused on the critical part of my work: designing the logo system. I aimed to create a logo that effectively represented the parent company, and also captured the essence of its construction and janitorial branches. The last steps involved designing unique business cards for each branch.
Stylescape that uses existing elements to visualize design direction.
Solution
The result of our collaboration with LevelUp SoCal was a versatile and robust logo system. This included a logo for the parent company, and distinct logos for the construction and janitorial branches. The design used an outlined mark for the parent company logo and filled-in logos in separate colors for each branch. For large-scale applications, the outlined logo was showcased as an eye-catching gradient, blending the blue and green hues of the two branches.
Complementary to this, we designed business cards for the parent company and each branch, consistently aligning with the overarching brand aesthetics.
The Impact
Our work had a significant and positive impact on LevelUp SoCal. The new visual branding positioned them as a trusted provider in the construction and janitorial sectors. They now look professional and ready to engage with their ideal clients.
The client was thrilled with the outcome. The new branding doesn't just show their professional side, but also their approachable, personable character.
