Project Overview

This project was for a professional painting business known for its friendly, approachable service and long-standing reputation. The brief was to create a brand identity that captured the personality of the owner while reflecting the quality and reliability of the business. To add depth to the brand story, the logo palette was inspired by Dutch colours, paying homage to Marty’s family heritage and his late father, who originally founded the business. This personal touch reinforces the authenticity of the brand and connects it to its roots.

The main deliverables included a retro-style logo, a promotional banner for on-site advertising, and supporting collateral to strengthen brand recognition across different touchpoints. The result is a distinctive visual identity that feels both personable and professional, helping the business stand out in a competitive local market while celebrating its heritage and family values.

Design Approach

The visual identity draws inspiration from vintage service logos, blending clean lines with a playful character illustration to convey trust and approachability. The circular badge format frames the portrait, while bold typography and Dutch-inspired colour accents echo traditional signwriting. This retro influence is balanced with modern clarity, ensuring the brand works seamlessly across both print and digital applications.

The design process focused on creating versatile visuals that communicate craftsmanship and expertise, allowing the logo and supporting elements to work effectively on signage, stationery, vehicles, and promotional materials. The overall look reinforces Marty’s reputation for quality workmanship, friendly service, and a personal connection to every project.

Target Audience

The brand speaks to homeowners and property owners seeking a trusted professional to refresh, restore, and enhance the appearance of their spaces. This includes families maintaining their homes, individuals preparing properties for sale, and clients investing in long-term upkeep. They value quality workmanship, reliability, and a friendly, approachable service. The visual identity was designed to resonate with those who appreciate both the craftsmanship of a skilled painter and the personable touch of a local business with deep community roots.

The Logo concepts

This stage of the project explored three creative directions for Marty’s brand identity, each rooted in his approachable personality, long-standing reputation, and Dutch heritage. The final choice, Concept A, is a retro-inspired circular badge featuring a hand-drawn portrait and bold typography, striking a balance between character and professionalism.
Concept B introduced a flowing script wordmark with a Dutch flag backdrop for a more playful, heritage-led feel, while Concept C presented a strong, minimalist typographic mark designed for maximum visibility on large-scale applications. This design exploration helped refine the visual identity, leading to a distinctive final logo that is both personal and versatile.

Business Cards

The business cards feature a clean, minimal design with rounded corners that echo the circular logo, creating a sense of cohesion and flow, keeping the focus on Marty’s branding and contact details.
They reflect Marty’s no-nonsense style and reinforce a sense of professionalism and trust.

Promotional Material

The vinyl banner for Marty the Painter extends the brand’s retro-inspired identity into a mobile advertisement. Printed on durable, weather-resistant vinyl, the design features a transparent background so it can be seamlessly applied to Marty’s white van, creating a clean, professional finish without borders. The strong black outline enhances legibility from a distance, while the star accents and Dutch-inspired colour palette add personality and storytelling.

Sized and scaled for Marty’s van, this banner transforms his vehicle into a moving brand asset, reinforcing recognition in the local community and projecting a professional, trustworthy image wherever he works.

Car Decal

The transparent vinyl decal was applied to the white van, creating a seamless and professional look. Featuring the circular badge logo at a scale designed for high visibility, it turns the vehicle into a mobile brand asset, reinforcing recognition in the local community.

Promotional Signage - Site Board

While the website was developed by an external agency, I provided the overall style direction to ensure consistency with The Space Cube brand. I supplied the brand guidelines and created a custom templates to guide the visual tone across desktop and mobile. I also recommended the product photographer, whose aesthetic aligned with the brand’s clean and minimal look, helping to maintain visual cohesion across digital and print touchpoints.

Letterhead - Invoicing

This image showcases a cohesive set of branded touchpoints for The Space Cube, including a minimalist product brochure, custom stickers, and a canvas tote bag. Each item reflects the brand’s clean, structured identity, anchored by the signature cube logo and neutral palette.
The natural textures of the bamboo product and uncoated materials reinforce the values of sustainability and simplicity, while the visual consistency across mediums builds brand recognition and trust. Designed to feel both refined and approachable.