Case Study - Branding & Creative
Heartland Painting
Love Your Paint, Floor to Ceiling: Painter goes from Franchise to Independently Owned
When a long-time friend of the Moxies reached out to us to help brand his new painting, we were thrilled. Making the move from franchise to independently owned and operated was a big deal, and our team would play a role in that. In record time, we gave Heartland Painting its name, brand, and business collateral to hit the ground running.
CLIENT INDUSTRY
- Professional Services
OUR ROLE
- Strategy, Branding, Creative, Namestorming, Event Marketing
The clients wanted a brand rooted in the Northwoods of Minnesota yet relatable to customers across the nation. This would be our biggest challenge. To keep the brand approachable for all, we focused on finding an eddy font and made the moon the main icon, with trees a secondary design feature.
When it came to naming Heartland Painting, our client wanted something that evoked emotion. In the construction industry, that can be a hard sell. After going through our namestorming process, everyone involved fell in love with Heartland. Strength. Passion. Dedication. Heartland.
When designing the logo, we wanted Heartland’s service offering and area to be very clear. Using a bold font choice, paired with the state of Minnesota and a paint roller as icons.
We chose two different shades of blue and a deep red as the brand colors to emphasize that homegrown, down-home roots feel. When these colors come together, they truly pop and stand out among every other company in the painting industry.
The final stop on our Heartland journey (for now) was bringing the brand to life through various avenues, including business cards, door knockers, yard signs, vehicle wraps, and a trade show display
From start to finish, this experience pulled at our heartstrings, reminding us why we love helping small businesses shine through marketing.
