![New South Construction Supply](https://justingammon.com/wp-content/uploads/2018/08/newsouth-banner.png)
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
![New South Construction Supply - Poster](https://justingammon.com/wp-content/uploads/2018/08/newsouth-poster-02.jpg)
Team Building Poster
![New South Construction Supply - Retail Bags](https://justingammon.com/wp-content/uploads/2018/08/newsouth-retail-bags.jpg)
Merchandise Bags
![New South Construction Supply - Shirt](https://justingammon.com/wp-content/uploads/2018/08/newsouth-shirt01-02.jpg)
T-shirt
![New South Construction Supply - Ad Series](https://justingammon.com/wp-content/uploads/2018/08/newsouth-ads-02.jpg)
Ad Series
![New South Construction Supply - Truck](https://justingammon.com/wp-content/uploads/2018/08/newsouth-truck-02.jpg)
Truck Graphics
![New South Construction Supply - Root Beer Root Bear](https://justingammon.com/wp-content/uploads/2018/08/newsouth-beer-02.jpg)
Root Bear: Private Label Merchandising