Brand Evolution | Creative Direction | Brand Activation

 

Challenge

Plumbdog Plumbing already had something many businesses spend years trying to create: personality.

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The brand had been inspired by founder Richard's beloved dog, who sadly passed away, and that story became the heart of the Plumbdog identity. The result was a plumbing brand that felt distinctly human, memorable and a long way removed from the traditional trade aesthetic.

My role was to help build on that personality and bring greater consistency, polish and freshness to the brand as the business continued to grow.

 

Brand Evolution

Working within the existing Plumbdog identity, I refreshed and extended the visual language across a growing range of customer, marketing and internal communications. The objective wasn't to reinvent the brand. It was to make sure the personality and visual equity it already had were being used consistently and effectively across every touchpoint.

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I developed a suite of branded assets and collateral designed to create a more cohesive customer experience, while keeping the cheeky, approachable personality that makes Plumbdog unmistakably Plumbdog.

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Brand Activation

From the moment a customer meets the business through to their ongoing relationship with the team, I helped bring the brand to life across a wide range of applications.

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Creative and customer-facing work included:

• Referral cards

• Fridge wallets

• Loyalty cards

• Feedback cards

• Service stickers

• Subscription cards

• Business cards

• Van signage

• Social media templates

• Canva boards and editable brand assets

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Each piece was designed to have a practical purpose while strengthening brand recognition and creating a consistent experience across physical and digital touchpoints.

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Bringing the Brand Inside

One of my favourite aspects of the Plumbdog project has been extending the brand beyond customer-facing communications and into the culture of the business itself.

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I developed a suite of internal resources, including a Plumbers Field Manual, Induction Manual and Team Handbook, translating the brand identity into practical tools for the people delivering the Plumbdog experience every day. This helped create greater consistency not only in how the brand looks, but in how the team understands and represents it.

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Empowering the Team

A key part of the work was making the brand easy for the team to manage themselves. Rather than creating beautiful assets that could only be updated by a designer, I developed editable Canva templates and brand boards that gave the team the flexibility to create their own social content and communications while staying within the visual framework.

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The result was a brand system that was both polished and practical: structured enough to maintain consistency, but flexible enough to keep up with a busy business.

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Outcome

The work has helped Plumbdog evolve into a more cohesive and contemporary brand without losing the personality that makes it memorable.

From vans and loyalty cards to handbooks and social media, the brand now has a much broader and more consistent presence across the customer journey and within the team itself.

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For me, Plumbdog is a great example of why good brand development doesn't always mean starting again. Sometimes the best creative work comes from recognising what already makes a brand special, then finding new ways to make more of it.

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Reflection

I genuinely love working on Plumbdog. It is the kind of brand that gives you something to play with because the personality is already there. The challenge is simply making sure it shows up everywhere.​ And I love that the whole thing started with Richard's old dog, Indie. There's something rather lovely about taking a personal story, turning it into a memorable brand and then watching that personality become part of the culture of a growing business.