As a new HVAC duct cleaning service, DuctGurus was seeking a bold, unique visual identity to squash the status quo and stand out amongst competitors in the home services market. With their unconventional name already chosen, we decided to go all in on their magical identity.
Deliverables
Brand Identity System
I focused on promoting the “magic” of their services — making neglected, underperforming air handling systems look like they were installed yesterday — reinforcing the theme of the brand’s name and identity. I used graphics and treatments that represent an almost mystical quality, pairing those with custom lettering inspired by both Victorian and Art Nouveau styles and a vibrant, invigorating color palette.
I rounded out the visual identity with patterns and hand-lettered lockups that will be used on the brand’s website, vehicle graphics, apparel, and sales materials.
