SquarePeg
SquarePeg, a new nationwide brand, is being launched with the aim of embodying family values and offering high-quality HVAC and plumbing solutions from the best brands in the industry.
Designed at 829 Studios in collaboration with the exceptional talents of Sunna Yim (Design) and Brianna Feldott (Strategy and UX).
Logo Design
The mark drew inspiration from the classic shape sorting game, resulting in a design that feels sturdy and familiar. Through abstraction, we aimed to create a mark with a sense of solidity. The addition of the square in the upper right portion of the mark creates a unique shape pointing upward in a positive direction.
The final result is a highly adaptable, timeless, and approachable mark that embodies the essence of SquarePeg.
Brand Identity & Foundation
Collaborating closely with the strategy team, we meticulously crafted a comprehensive brand identity encompassing a new name, brand foundation, and verbal and visual design language.
Our three brand attributes—helpful, strong, and professional—served as a guiding light, ensuring that both verbal and visual design choices were aligned with SquarePeg's essence.
E-commerce Design System
Our top success criteria centered on an intuitive and user-friendly navigation, complemented by simple sitewide search features. Personalized user flows tailored to specific needs, such as job-based or DIY exploration, were prioritized. We emphasized built-out product pages with product recommendations for upsell and collapsible long-form information to prevent overwhelming users.
Additionally, leveraging the new brand identity, we developed a robust e-commerce design system to instill trust with this new brand in the marketplace.
