A new mechanical business based in the Pilbara Region, Luff Mechanical had the aim to develop a brand from the ground up. I worked with Luke to present a visual identity that reflects the quality of his work, and embodies reliability, approachability and friendliness.

With the iconic red dirt of the Pilbara in mind, I developed a simple blue and teal colour palette, and a logo inspired by vintage signwriting, with a nod to his expertise in the crane industry. Unlike Luff’s competitors, this visual identity leans more toward the playful side of professionalism - a reflection of Luke’s approach to his work. It was important to Luke that the brand presence stands out in the crowd of local mechanics, and with this bold brand, we achieved that!