This project showcased J2 Marketing’s ability to align a brand’s visual identity with its core services and ambitions. By emphasizing scalability and simplicity, we enabled Hoosierland to maintain a cohesive and professional presence, whether on-site or online.

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Opportunity

Hoosierland Excavating approached J2 Marketing to modernize its brand identity. Its existing branding failed to reflect its position as a leader in innovative directional drilling technologies. With plans for growth, the company needed a visual identity that was bold, versatile, and recognizable across various applications, from large equipment to digital platforms.

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Solution

J2 Marketing developed a robust visual identity for Hoosierland centered on adaptability and professionalism. The new logo suite features a rich orange, black, and light gray color palette, embodying both strength and approachability. The modular design system ensures scalability and visibility, whether applied to large-scale machinery or business cards. Alongside the logo suite, we crafted brand guidelines to ensure consistency in all future applications, setting the foundation for Hoosierland to expand its market presence confidently.

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