Spark of innovation for electrical contractor branding
DSA Electrical is a family-run, electrical contractor who work with clients in the housing, education, healthcare, commercial and public sectors. They pride themselves with delivering innovative, cost-effective solutions which provide their clients with real value. We developed a new creative strategy and brand identity to enable them to position the business as the ‘go-to’, innovative, electrical contractor in the south-east.
Creative Strategy, Brand Identity, Logo Redesign, Graphic Design, Website Design & Build
A new direction required
Several years ago DSA electrical re-branded, however without a corporate strategy or marketing plan in place, DSA found the brand lacked direction. Recently DSA put new business strategies in place and it became evident a new direction for the branding and marketing materials was required. DSA Electrical wanted to position the business as the ‘go-to’ electrical contractor in the South East.
Modern Bold Wayfinding Design
We spent time understanding the inner workings of the company and the people who work at DSA Electrical. How their existing brand was being used, how the business was perceived and what their goals were for the future. We developed a creative strategy which looked at their current brand identity and positioning, and where potential opportunities existed to enhance the brand. We created a clear guide which defined the brand perception and the requirements for the new brand identity.
Innovative Contractor Brand identity
We developed and refined several solutions for the initial look of the brand identity. The chosen solution worked with the existing elements of the logo but provided a stronger sense of ownership of the DSA Electrical brand identity.
DSA Electrical was keen to retain the existing elements of the logo, rebalancing the proportions of the logo elements, so the logo worked well at all sizes. The spark was repositioned to the top right of the logo to signify a ‘spark of inspiration’ which resonates with one of the core brand values ‘Innovation – Solutions where others see problems’.
The new colour palette provided DSA Electrical with a welcoming yet professional feel. Bespoke graphics, inspired by electrical diagrams and drawings, created a unique look and gave personality to the DSA Electrical brand identity, standing them out against their competitor’s generic branding. Photography played a vital role, conveying the emotions of the brand and creating a genuine feeling of trust and ethicality by showing the faces of the employees as an integral part of the DSA ELectrical difference.
At the time of this case study, the brand identity has just been launched. DSA Electrical are taking a phased approach to cost-effectively implement the brand identity. Feedback so far has been very positive, the DSA Electrical team are very happy with the new brand identity and the bespoke website, which which they say has received positive feedback from their clients.