Imperial Equities

Challenge

Jobber was heading down a path of completely blending in with its competition, and becoming like most any other tech brand. But Jobber’s audience (blue collar workers) are anything but “techy”, and the visual identity needed a shift to something that felt more suited to its audience. Something more relatable, that felt at home to the tools they use and are loyal to.

SOLUTION

Out of a substantial brand refresh came a visual identity that felt like it belonged alongside the tools they use and the clothes they wear.

Utilizing textures, hand drawn elements, slight grit, and generally embracing the imperfect lead the visual identity to feel like it belonged in a garage or a workshop. But most importantly, it felt at home alongside brands these workers love like Dickies, Carhartt, Dewalt, Stihl, and Milwaukee to name a few.