Blacks Electrical Supply
Brand identity and art direction for Blacks Electrical Supply, repositioning a 60-year-old company around better service and a more recognizable look.
Blacks Electrical Supply Gets a Bright New Look
Blacks Electrical Supply had been serving contractors for more than 60 years, but competing with big-box stores and online sellers had made it harder to stand apart. The company knew its real advantage wasn’t price or scale — it was the people behind the counter and the level of service customers could count on.
At Worthwhile, I helped turn that positioning into a refreshed brand built around the promise, “The Best Service, Every Time.” I art directed and designed the new identity and carried it across vehicles, uniforms, apparel, stationery, and customer-facing materials. The relaunch helped support Blacks’ strongest sales year to date, including a record-breaking month.
CLIENT
Blacks Electrical Supply
AGENCY
Worthwhile
YEAR
2014
MY ROLE
Art Direction, Brand Identity, Design
RESULTS
Strongest sales year to date
Record-breaking single sales month
60th anniversary relaunch drew hundreds of customers
DELIVERABLES
Logo System, Vehicle Graphics, Uniforms & Apparel, Stationery, Print & Digital Materials
Blacks Electrical Supply | Rebranded Business Card
Blacks Electrical Supply | Utility / Delivery Van
Blacks Rolls Out Its Exciting Rebrand
Charged Up and Ready to Roll
The service vans were some of the most visible pieces of the new identity, so they needed to do more than carry a logo. I used the new blue-and-black palette, oversized graphic shapes, and “The Best Service, Every Time” positioning to turn the vehicles into moving brand pieces.
The system had to stay readable at a distance and still feel practical for a working service fleet. The result was a much more recognizable presence on the road without making the vehicles feel overdesigned.
Blacks Electrical Supply Unveils New Uniforms
Plug into Style
The identity also had to work on the people representing Blacks every day. I extended the new system into polos, jackets, work shirts, and other employee apparel that could feel professional in front of customers without losing the straightforward, blue-collar character of the company.
Keeping the palette and branding simple made the uniforms easy to apply across different roles while giving employees a more consistent presence in stores, on job sites, and out in the field.
Blacks Electrical Supply | Employee Shirt and Jacket
Blacks Electrical Supply | Logo Variations
Blacks Electrical Supply | Branded T-shirts and Caps
New Merch Reflects Revamped Brand
A Fresh Look for Better Service
The rebrand needed enough flexibility to work beyond trucks and uniforms. I developed logo variations and supporting graphics that could move across hats, T-shirts, business cards, stationery, email communications, and other everyday applications without losing recognition.
That consistency mattered because most customers weren’t encountering the brand in one big campaign. They were seeing it piece by piece — on a delivery truck, an employee shirt, an invoice, or a business card. The system had to make all of those smaller moments feel connected.
Blacks Electrical Supply | Stationery
Blacks Electrical Supply | E-mail Newsletter (Mobile View)
Blacks Electrical Supply | Utility / Delivery Truck
Across Every Touchpoint
Everyday Brand Work
Some of the most important pieces were also the most ordinary: business cards, stationery, email communications, and sales materials. Those touchpoints gave the new identity a chance to show up consistently in the day-to-day interactions where Blacks actually built its reputation for service.