J2 Electrical & Data is a Canberra based business who needed some branding and collateral items to get started. Their goals were to come across as friendly and approachable while also being perceived as professional and high quality in order to gain trust of potential clients. Their target market was split 3 different user personas and included small independent projects as well as larger government tender projects, so it was important to create a brand that would appeal to both of these areas.

We used different tones of blue in a gradient to tie in with the corporate style of branding that would appeal to the stakeholders of the larger projects. We used a modern, simple font style with soft, rounded edges as they are perceived as more friendly. We incorporated 3 lines that curve throughout the brand collateral to represent electrical wires and link back to their services.