TRENCH

The creative direction for TRENCH was driven by a desire to make a bold visual statement - one that broke away completely from the generic off-the-shelf identity they had now outgrown. We deliberately then avoided the same clichéd imagery that were already using (trees, grass, garden scenes etc.), instead seeking a distinctive, ownable visual language. By dissecting the business from the inside out and looking at the clients strategy, we quickly found inspiration in the tools essential to their craft. The shovel emerged as the hero, the daily staple for the client and something they admitted they couldn't run the business without. Its iconic, shield like shape and the direct link to the brand name itself made the Pointed Trenching Shovel a natural focal point. I developed the concept around this form, using its cross-section to craft a striking lettermark from the negative space. This created a mark that felt both grounded in purpose and owned by a true craftsman. Paired with bold typography and a powerful colour palette, the result was a confident, memorable identity completely rooted in TRENCH. We extended the brand through a range of adaptable logo lockups, each designed for flexibility across print and physical applications, forming a cohesive and impactful launch suite for the new business approach.