JT's SEptic
Business as legacy
When you're asked to do a major branding and marketing project for a business that's been around for 30 years you have to take it extra serious. And when the word that keeps coming up in your brand questionnaire is "legacy" you know you have to do it justice. That meant this project wasn't just about capturing the personality of one person, but of a family and a generational vision.
This project for JT's septic wasn't linear. We started with one scope and added as it became apparent what would be necessary to make their brand match the future they wanted to walk into. That's the beauty of a good partnership - being able to adapt, grow, and create when the time calls.
project overview
check out THEIR project
If you think that you can't make an artful brand out of a utility company you need to take a look at what JT's Septic is becoming. They decided that as the younger generation steps in to lead the company they wanted to keep the tradition and values, but gracefully update the visuals and messaging surrounding it. In a few words they wanted to honor the hard work that had been put in before them while bringing the logo, imagery, and website into the current year.
So the request was to make the brand modern, premium, and friendly with a nod to their roots and the Arizona landscape that they want to protect. We dove into making every piece of their brand speak to that.
MAKING IT MODERN
What was the process?
As we mentioned above, where we thought we were going at the beginning of the project changed as we went, and there is power in that. It's better to see the gap and make a change even if it doesn't happen in order you originally imagined. The JT's team thought they wanted to keep their old logo, but after the initial branding brainstorming was done it became clear that a change was needed.
So here was the process we took for their project.
meet & Locate the gaps
Brand Questionnaire filled out
BRAND HANDBOOK CREATED
MOOD BOARD CREATED & INITIAL WEBSITE MOCKUP DONE
brand video & photoshoot
new logo created
website built & launched
LOGO creation
a refresh on a solid concept
This logo refresh for JT's rebrand was all about maintaining the ideas behind their original mark - sustainability and reclamation.
We modernized their logo to match their new premium design concept. This meant using cleaner, more balanced fonts as well as simplifying the overall look. It didn't mean, however, leaving out their leaf concept. That we paired with a topographical water droplet in two of the main variations.
And variations you ask? Yes, because you may need your logo to work in more than one setting.
reworked logo suite
Original logo
Video
Video is one of the most useful marketing tools you can utilize. JT's wanted a video that could be used in multiple locations online, in welcome emails and for events that would capture their story, give a face to the brand and help people feel comfortable before anyone ever showed up to render a service.
Seeing the faces behind the company, hearing the chosen music, seeing the quality of the video, and an example service sets the stage for people to see JT's as friendly, relatable, premium, and trustworthy.
THEIR story
premium brand photos
Professional quality images can go a long way in building a brand that earns people's trust. And when Ashley from JT's Septic said that she wanted to find a way to have people think "clean" instead of "mess" when they thought about septic we knew the images needed to support that. The work they put into keeping their trucks immaculate, the way they work on educating their clients, and the level of care for their clients needed to start coming through in their imagery, and we believe we set a great foundation. These images, and more, were used for their website build, for blog posts, and as backgrounds for social posts.
creating trust through imagery
what now?
JT's Septic is up and running with all of their new brand assets and website. They've continued adding a few pages to their site as needed, and begun blogging to help educate their customers and boost their SEO. Their continuing to grow their business and add new customers.
From here they can continue to work on other marketing avenues like ads, social media, and even long form videos for YouTube. They've chosen to invest in a foundation that can carry them into the years ahead with confidence. Not only will this help them have better client relations, but attract higher quality employees, and find new opportunities for growing revenue.