The challenge
A medium-sized, family-owned plumbing company wanted to expand its presence in the Midwest but needed to relay to the public exactly what sets them apart from other plumbing companies in the area. We listened to the owners and some of their crew to find out just what it was that made them different from their competition.

Quite plainly, the overall message was We really know a lot about plumbing. While we thought that was a requirement to work in the trade, it was more the exception than the rule. What we discovered was that our client went the extra mile in training their crews in all facets of plumbing and heating. They set up training and mentoring programs where their journeyman plumbers worked closely with their younger employees to create a mindset of excellence and service throughout the company. But how do you convince the consumer to choose a plumber based strictly on experience and company philosophy?

The resolution
We considered many name alternatives with lots of plumbing metaphors thrown in, but still felt we hadn’t hit just the right name for this unique company. Then it dawned on us: promote the obvious!  With a dash of self-assuredness, and convinced the buying public would see the obvious too, we presented our creation, Drain Brain, to our client.

They loved it, but the job wasn’t complete. We needed to incorporate a great tagline into the name to reinforce the message. The plumbing know-it-alls fit perfectly with the concept we were trying to create — these guys do know a lot about plumbing!

Finally, our approach for the logo needed to be clever, fun and immediately understood. By choosing the right fonts, color schemes and caricature treatment for the company’s graphic signature, our designers put together a strong visual collection that included letterhead, signage and trade booth graphics.

Our new look is quite the talk around town. We love our new identity and feel it describes our company perfectly. Thank you for a job well done. — K.Z., Cleveland

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