When Gross Electric, a beloved, family-owned electrical supply company, decided to launch a separate residential brand, they brought us in to provide design direction and fresh insight. After concepts from other agencies missed the mark, we hit the bullseye with our very first round of sketches.

The final logo pairs an elegant, sans-serif typeface with subtle calligraphic details, creating an instantly recognizable signet that translates beautifully across all platforms. To build out a flexible identity system, we also developed seasonal color palettes, three repeating patterns, and a comprehensive brand guide to ensure a polished, memorable public debut.

Our partnership with both the core business and this new residential arm is ongoing. We look forward to refining the parent brand, crafting new creative expressions, and transforming their showroom environments into truly best-in-class experiences.

SERVICES: Spatial Design, Brand & Visual Systems, Design Strategy, Marketing, Creative Direction, Radio Ad Production, Full Print & Digital Ad Production.