Pure Home Improvement
Created at Blackbird Digital
PURE Home Improvement is a premium home services company spanning contracting, plumbing, and electrical work. The brand needed to feel strong, established, and professional enough to represent several divisions under one recognizable identity. PURE-brand-presentation
The challenge was creating something intentionally corporate without letting it become forgettable. Instead of relying on obvious construction imagery, I pulled inspiration from the actual structures, pipes, wires, joints, and materials behind the work. Those references were simplified into subtle details within the custom letterforms, giving an otherwise clean wordmark a little more personality.
The Logo System
The PURE wordmark was built from Sora and then customized to create its own recognizable structure. Small changes within the letterforms reference the shapes and connections found throughout PURE’s different industries while keeping the overall logo clean and professional. PURE-brand-presentation
Since PURE needed to represent multiple divisions, I created variations for Home Improvement, Contracting, Plumbing, and Electrical. I also developed simplified and outlined versions so the identity could adapt to different spaces and applications without losing consistency. pure-brand-guideline
Color & Typography
The palette is centered around Deep Navy and Cobalt, giving the brand a strong and established foundation. Construction Orange acts as an accent when something needs additional emphasis, while a range of neutral colors gives the system more flexibility. pure-brand-guideline
Sora is used as the primary typeface, connecting back to the foundation of the logo, while Barlow provides a clean and readable option for body copy.
Business Cards
The business cards carry the identity into a straightforward, professional print piece. I used the established logo system, colors, and typography to keep the cards consistent with the larger PURE brand while making sure important contact information stayed clear and easy to navigate.
Project credit: Created for Pure Home Improvement during my time at Blackbird Digital.
