Brandmark Overhaul

Northfield Goods had operated under the same identity since 1984. The mark was inconsistent across signage, invoice sheets, and trade show materials. New buyers—millennial contractors shopping on their phones—dismissed the brand as outdated before ever speaking to a sales rep. The client needed to modernise without alienating the long-tenured trade accounts that made up 70 per cent of revenue.

We audited every touchpoint first: over 60 assets across print, digital, and vehicle livery. The audit revealed the original mark had two conflicting versions in active use. We then ran a two-week discovery with the founder and three of his longest-standing clients to understand what the brand stood for beneath the surface. The new identity retained the structural weight of the original wordmark—that trust was too valuable to discard—while replacing the dated execution with a precision-drawn logotype and a strict, two-colour system.