Reimagining Appliance Care with Playful, Standout Branding
I transformed the brand from corporate and generic to bold, approachable, and consistent — using colour, illustration, and design to build trust and stand out in the market.
The Challenge
Most appliance care companies look and feel the same corporate, serious, and overly reliant on stock photography. The challenge was to evolve the brand into something that stood out in a crowded market while still communicating trust, reliability, and professionalism. My role as the in-house designer and lead of the graphics department was to reshape the identity into something engaging, memorable, and consistent across all customer touchpoints.
Approach
To break away from industry norms, I introduced a more playful and approachable identity. Bright, bold colours created standout recognition, while Montserrat provided a clean, versatile typeface that worked seamlessly across print and digital. I also developed a hand-drawn illustration style, giving the brand a unique personality and allowing us to tell stories in a way that stock imagery couldn’t.
Solution
The new identity was applied consistently across all customer touchpoints. The website was redesigned in WordPress to blend storytelling with a smooth sales journey, using colour coding (orange for protection, yellow for repair) to improve clarity. Marketing assets and customer communications adopted the same system, and our “Fix It” team vans were rebranded to reinforce recognition and trust when visiting customers’ homes.
Impact
The refreshed brand identity transformed how customers engaged with the company. By making the brand fun, approachable, and different from traditional competitors, we built stronger recognition and trust with our audience. The consistent design system from digital platforms to physical vans not only made the business stand out but also reinforced the sense of reliability and professionalism.
This project demonstrates how design can shift brand perception, creating a personality that feels approachable yet dependable, and ultimately helping drive both customer engagement and sales.
