Brand identity2023JJF Plumbing + Electrical
Brand Identity for a trusted,
all-round trades service
Project Overview:
From Blank Slate to Bold Presence
JJF Plumbing + Electrical came to us as a brand-new business looking to make a splash in a saturated trades market. With no existing assets or brand direction, they needed a full identity from the ground up - one that would make them stand out to homeowners while also appealing to landlords and commercial clients.
Our challenge was to create a visual identity that felt instantly trustworthy and capable. JJF didn’t want to be seen as “just another local plumber” — they needed to look the part of a reliable, experienced trades partner, despite being new to the scene. Our solution: a bold, industrial-inspired brand that’s as eye-catching on a van as it is across social media.
Logo Design:
Built for Recognition
The JJF logo leads with confidence. Set inside a shield-shaped badge, the bold serif letterforms nod to traditional industrial signage — evoking a sense of legacy and craftsmanship. The typography is solid and dependable, while the clean layout and high contrast give it a modern edge.
This balance of old-school charm and contemporary boldness gives the logo standout versatility. Whether printed on a business card or wrapped around a vehicle, it signals reliability and professionalism at first glance.
Brand Identity:
A Confident, Crafted System
The visual identity expands on the logo’s themes of strength and clarity. We chose a high-impact orange as the primary colour - energetic and hard to miss - supported by deep charcoal and clean whites for balance. This palette not only pops on print and screen but also carries practical visibility benefits for workwear and signage.
Typography combines a strong industrial-inspired serif with a geometric sans-serif for body copy, creating a distinctive tone of voice that’s both approachable and authoritative. Iconography and layout systems were designed to scale easily across all touchpoints, from small-format brochures to large-scale site signage.
We also built out a comprehensive suite of brand assets, including:
Brand guidelines
Business cards & stationery
Brochures and catalogues
Social media templates
Van graphics
Advertising (print and digital)
The Outcome
JJF launched with a bold, unmistakable identity that positions them as a serious contender from day one. The combination of vintage cues and a fresh visual system has helped them project the image of a skilled, trustworthy, and ready-for-anything brand - exactly what their audience needed to feel confident in choosing them.
This project is a prime example of how brand strategy and thoughtful design can elevate a small business into a credible and memorable presence.