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Midland Appliance

I worked with
Full Punch

I worked on
Brand Identity
Signage
Brand Guidelines

Midland Appliance is a leading household appliance dealer focusing on the upscale and luxury segments. The appliance category is saturated with competitors selling similar products with the same service promise, warranties, pricing, and sales cycle. It’s challenging to stand out and motivate customers to pick one dealer over another. Midland had successfully established a niche selling to a professional audience of builders, architects, and designers, but they reached a market share ceiling. In order to accelerate growth, they needed to branch out to a select mass-market audience.

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The Midland was elevated by leaning into premium elements like a new bespoke wordmark, symbolizing craftsmanship and quality. Copper was selected as an accent color as a nod to cookware found in classically upscale kitchens and paired with a rich green that feels both premium and timeless.

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Various Projects

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BrandmarksVarious identities.

Christian Hanson
Strategic Direction
& Design ©2024

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