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Electric identity

Posted by: Jo Briton

Categories: Branding, Marketing,

Tue, 26 Aug 2014

I really admire this bold, vibrant identity for a Cornish electrician who likes rock and roll.

Afterhours created a J-shaped electricity bolt identity for electrician Jay Bennett  which aims to captures his name and profession in one. While the identity system ‘references his small, personal services, his love of rock ‘n’ roll and specialism in music and hospitality sectors.


Low-budget solutions were sought for Bennett, who picks up a lot of his business through the live music scene, according to Afterhours.

This includes making business cards of matchbooks which read ‘Need a light boy?’ The letterhead, which Bennett will use for invoicing, is digitally printed on sugar paper stock for ‘a raw, stripped back aesthetic’.


Band merchandise has been referenced, particularly in a T-shirt which, instead of listing venues a band has played, lists places Bennett has been contracted to work for. The font used across everything is Squealer and it will soon be applied to a website and van livery, which are the next touchpoints to be designed.


This shows that small businesses can still have creative identities at a budget. Great identity and supporting marketing.


Source: Design Week




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