The challenge here was to create construction branding that supply purchasers of all levels can identify with and trust in a space that has no identifying traits. New South wanted a new identity which distinguished them from the competition and reflected a “ol’ buddy” personality they have established.
New South’s sales reps consider their customers their buddies. To reinforce that, I designed an iconic “buddy” with the strength, intelligence and confidence of New South employees – Kandu the Bear. Employees and customers adopted the brand in a big way, plastering their trucks with New South’s name and Kandu’s face.
Client: New South Construction Supply
Agency: Brains on Fire
Designer and Illustrator: Justin Gammon
Writer: Greg Cordell
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