This town has its cycle of boom times--but these guys are always on it.
People and businesses come and go. Not Olsen Electric. They came with a toolbox full of skill and integrity, and they stayed. But so did their dated look and lack of web presence. (The entirety of their marketing effort? A blue, serif font on a fleet of white vans.) This branding effort was about evolving their image into a clean, upscale look that fits the sensibilities of the town, and pairing it with a tagline that reflects their legacy and their work ethic. The brand also had to fit with a business that takes the work seriously, but not themselves.
Olsen Electric. The extra mile? We wired it.
This was the logo--and pretty much the extent of the Olsen Electric brand image system. When they started back in the 1980s, it was sufficient. Things change. Park City is no longer a cow town, but one of the premier luxury ski destinations in the nation. There's a lot more competition. And one of the best electricians in the business deserves more than just a chunky serif font on the side of a van.
They'd never had a website, so it was a blank slate for creating one informed by the brand. Conversational copy is informed by extensive interviews, both with the Olsens and clients. Keeping it easy and upscale was key. It plays to a customer base that's becoming more high-end. It subtly lets the prospect know these are pros who respect their home and treat it well.
The medium is practically the message. In an age when YouTube presence is second only to being on Google page one for people believing you exist, a video conveying the dynamism of the Olsen's work was a no-brainer. And it doesn't hurt to show beauty shots of the high-end environments that the ideal customer is seeking to electrify...
One day, our phone rings. "Can you create a print ad for us to use in an event program? The event is called, 'Party Like It's 1986'" Sure. The result: a stand-out ad and a great way to get the new brand seen and recognized by big-money locals. (It's possible to have this kind of fun for a client who lets you.)
Business cards matter...if you let them.