Cowell Electrical Service Brand Identity
Bryan, a skilled electrician with years of industry experience, launched Cowell Electrical Service with a mission to provide trustworthy, quality electrical work at a fair price. Operating in a market plagued by unreliable service and poor practices, Cowell’s goal was to stand out by offering transparent, dependable work. With a deep connection to the community and a family legacy of electricians, Bryan wanted to create a brand that embodied strength, quality, and an approachable, homegrown feel.
Company: H.Lucio Creative (Freelance)
Client: Cowell Electrical Service
Creative Direction: Hilary Lucio
Design: Hilary Lucio
The goal was to build a brand identity that conveyed professionalism and strength without feeling corporate or impersonal. Cowell needed to stand out in a market where many competitors have sloppy, unrefined branding. Bryan wanted a design that felt authentic, well-built, and approachable — showing the care he puts into his work while nodding to his heritage and his community's recognition of the Cowell name. The brand needed to capture both his deep industry expertise and the personal, neighbourly touch he brings to each project.
With a limited budget and this being Bryan’s first time working with a designer, it was essential to be both strategic and educational. Bryan, a father of three and branching out on his own, needed a brand identity that delivered real value without unnecessary complexity. To make the most of the budget, I focused on clarifying the brand’s goals upfront, helping Bryan understand how a brand extends beyond just a logo. This early alignment allowed us to work efficiently and confidently. Moodboards grounded in different aesthetic directions gave Bryan a visual language to react to and rough mockups on hats and shirts helped contextualize concepts before diving into final design.
To create a brand that felt both strong and personal, I built an identity around an industrial aesthetic with subtle nods to Bryan's personality and community roots. As a well-known baseball fan by the community he serves, Bryan's passion for the game inspired a logo style reminiscent of classic sports insignias — lending familiarity and team spirit to the brand.
At the centre of the identity suite is a graphic of a hand gripping a lightning bolt, symbolizing strength, control, and grounded power. This imagery reflects Bryan's hands-on, get-it-done attitude while reinforcing values of trust, effort, and skill. The suite of logos and marks is designed to be versatile and durable, with applications from hats to business cards, consistently portraying Cowell Electrical Service as a name customers can count on.
