Mobtown Handyman
Mobile, AL
July 2022
- Brand Strategy and Visual Identity
Mobtown Handyman
Stephen Mayhall was a former IT tech breaking into the handyman business. Looking for a career change, Stephen saw a need in the market for more contractors and repairmen in the Mobile, AL area and decided to put his construction skills to good use.
Client: Mobtown Handyman
Scope: Brand Strategy and Visual Identity for New Brand
Overview
Mayhall wanted a brand for Mobtown handyman that was memorable, stood out from the many other handymen in the area, and represented a bit of his personality. Most importantly, he wanted his customers to be able to remember and refer him, to generate a dependable client stream.
Mayhall wanted to establish himself in a memorable way that would allow him to stand out among the other handymen and contractors in the area. The handyman niche operates mostly by word of mouth, as most depend on the recommendation of a friend for a service person they will be allowing into their home, so Mayhall chose a name that was easy to remember for his customers. He also wanted to have a brand that was visually recognizable as he drove around town from job to job.
Thorough research on the direct and indirect competition revealed to me that 90% of competitors marketing themselves as handymen used a similar royal blue color in their marketing, and most logos were a basic type treatment with no other identifying marker. Most construction companies in the area used a bolder red, yellow or orange paired with black for their branding. I wanted to keep the band colors in the cool color family to connotate competence and trustworthiness, so, in a nod to the City of Mobile’s blue-and-green color palette, I chose a bold lime green to pair with both a light and a dark teal for Mayhall’s brand colors. I developed a logo icon that features a graphic representation of Mayhall himself, as well as a submark of just the words with the wrench icons as underlines for the Os, to help him stand out even more. I completed the branding suite with several patterns and icons, namely the crossed wrench and hammer icon, hardhat icon, and the line of tools representing a city skyline. The brand reflects his bold personality and has helped him book his business several months out.
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