CASE STUDY
TK Electric > Brand Identity & Website
CLIENT
TK Electrical Contractors
DELIVERABLES
Logo Redesign
Brand Identity System
Full Website Build
RFP Template
Business Card
T-Shirt Design
SERVICES
Art Direction
Brand Design
Web Design & Development
SEO Optimization
Iconography
YEAR
2025
As a freelance project for an electrical contracting company, TK Electric, I worked directly with the business owner to create a modernized identity complete with a branding system, website, and marketing materials.
/01 CHALLENGE
Crafting a striking identity for the brand while retaining its roots.
The Client, TK Electric, is a family run team of electricians that serve Clients all across Ontario, Canada. The company strives to be a trusted partner for all electrical needs by providing reliable commercial, industrial, residential, and 24/7 emergency services.
Looking for a refreshed and strengthened company visual to assist in scaling the brand, the owner of TK Electric requested a modernized identity system to help build consumer trust through brand recognition.
With the original branding comprised of only a logo, the goal was to expand on the original design while building a new and scalable system for the business to utilize and comfortably work within.
/02 ART DIRECTION
lluminating the path to new Clientele through a modernized design system.
The curated design features a bold, geometric sans-serif font paired with a refined version of their original logo symbol to retain brand recognition. The new symbol is balanced with the logo type and works as a compliment eliminating visual competition. The continuous-line lightbulb shape was optimized to be less complex and guide the viewer eye towards the company name, instead of pointing away.
The tagline “Powering Ontario Since 2000.” sits in the open space of the core logo, serving as a visual reminder of the company’s esteemed presence in the electrical industry.
/03 GRAPHIC ELEMENTS
Constructing powerful graphics to define the brand’s visual experience.
The selection of the brand typeface, Host Grotesk, and the creation of the brand icon set were both centred around the optimized logo symbol’s structure and duo-tone colours. Each icon in the set has been carefully curated to match the logo symbol design.
The chosen colour palette includes 4 core values: a striking blue, a deep navy, a cool grey, and clean white. The cool-toned palette was derived to stand out and attract attention in a construction field dominated by the warmest of red, orange, and yellow hues.
/04 WEB DESIGN
Developing a branded web space for the owner to promote the company and enlighten consumers.
The owner requested a full-scale website build to help gain traction for the business and create a space to educate consumers on the necessity for proper electrical care and the company’s ability to provide it.
The SEO optimized website features 5 main sections: Home, Services, Gallery, About and Contact, along with phone and email links situated throughout the site for emergencies. The Services section is comprised of 5 sub pages that link to each comprehensive assistance solution with in-depth details about their proactive maintenance offerings.
The design is clean and modern with a focus on being easy to navigate for potential Clients who might be looking to get in contact with an electrician or make a request for a new project.
/05 BRANDED COLLATERAL
Formulating an electrifying brand atmosphere through tangible merchandise.
A series of print materials set in the new brand style were created for the owner to utilize in everyday, on-site, Client facing operations.
An editable RFP template was created for the owner to markup and share with Clients for proposals. Business cards were designed to increase brand exposure and improve company sharing power. Lastly, branded T-shirts were designed for the electricians to work in with a meaningful phrase specific to the owner’s life printed on the back.
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