Concept: For this project, the client requested a comprehensive brand refresh, with a primary focus on updating their logo and submark. Their goal was to modernize their visual identity while preserving the legacy and reliability that had made their brand recognizable over the years.
The challenge was to strike a balance between innovation and familiarity—introducing a fresh, contemporary aesthetic without losing the established trust and heritage associated with their existing brand.
The final design reflects a refined evolution, maintaining key brand elements while enhancing versatility and visual impact.
Over the course of a month, the client and I came up with a complete brand refresh that has been applied to all of their branches throughout Michigan.
Software: Adobe Illustrator, Adobe Photoshop
