Biz Boss Bundle + Additional Assets
On The Job
Full Brand Identity
Web Design
Sales Asset
EMail Signatures
Business Cards
Social Templates
Chels
Patriot Commercial Installs (PatriotCI) is a veteran- and woman-owned company based in Arizona, specializing in high-quality commercial kitchen equipment installations. With over 30 years of combined experience, PatriotCI brings unmatched expertise, integrity, and craftsmanship to every project—from design to final install.
Our work focused on developing a bold and strategic brand identity that honored their patriotic values while bringing a fresh, modern feel to an industry often dominated by cold, utilitarian aesthetics. To support the rollout, we brought on our expert copywriter to craft powerful messaging across the website and sales collateral—ensuring every piece of the brand worked just as hard as the team behind it.
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The Problem
Establishing a trustworthy identity in a highly specialized and often overlooked industry.
Before their branding, Patriot Commercial Installs had the expertise, experience, and team—but lacked a visual identity and voice that matched the caliber of their work. In an industry where reliability and precision are everything, they needed a brand that would communicate trust at first glance and set them apart from generic or outdated competitors.
They also faced the challenge of blending traditional patriotic themes with a clean, modern aesthetic—ensuring the brand felt both powerful and professional, without slipping into clichés. The goal was to build a brand identity that would appeal to high-level partners in food service, construction, and commercial development—without sacrificing personality or pride.
The Goal
Build a bold, trustworthy brand identity that reflects their veteran-owned roots.
PatriotCI wanted a brand that would feel as solid and dependable as the work they deliver—one that could earn instant credibility in their industry. The goal was to create a look and feel that reflected their pride in service, military discipline, and commitment to partnership, while still speaking to modern construction firms and commercial kitchen partners.
They needed to look established from day one, with a brand that felt both professional and personal, masculine but clean, and deeply rooted in the values that make their team different: loyalty, craftsmanship, and efficiency.
"You really did an amazing job. The printer said, 'wow!!!!! It's seamless!! I don't have to do anything to the files, all the modifications have been done. You hired a professional'!! Thank you for being so patient with us and for working so hard on this project for us. You truly have been a breath of fresh air and made this such an easy process! You have a gift and you're in the right line of work to showcase it!
Crystal | Patriot Commercial Installs CFO
The Approach
Collaborating with the client and conducting in-depth research to align vision with audience needs.
To kick off the project, we held a discovery session to learn more about the founders' individual expertise, the company's origin story, and their vision for how PCI should be perceived. We dug into the industry landscape, looking at competitors both regionally and nationally, and noted a common lack of visual cohesion or compelling storytelling in the commercial installation space.
We identified an opportunity to differentiate PCI through strong visual symbolism, storytelling rooted in patriotism and partnership, and a brand identity that felt both tough and trusted. Every design decision was tied back to their values—craftsmanship, loyalty, efficiency—and we worked closely with a copywriter to ensure the messaging echoed the same tone: direct, dependable, and proud to serve.
The Solution
Building a patriotic brand identity rooted in pride, unity, and professionalism.
Our goal was to craft a visual identity that felt as strong and dependable as the team behind Patriot Commercial Installs. The brand direction leaned into themes of heritage, precision, and trust—balancing the grit of construction with a polished, professional presentation.
We developed a complete brand identity and supporting assets that could scale across every touchpoint, from print collateral to a digital presence. The tone of voice was shaped to mirror the company’s core values: confident but grounded, direct but personable—reinforcing the sense that this is a team you can count on.
Website design and brand messaging were aligned to reflect their process-oriented mindset, experience-driven leadership, and above-and-beyond customer service approach.
The Execution
Applying a rugged-yet-refined visual system across every touchpoint.
We brought Patriot Commercial Installs' new identity to life through a cohesive brand identity and marketing materials designed to communicate strength, trust, and professionalism.
Their logos were intentionally crafted with patriotic symbolism woven throughout. The custom “A” features a swish reminiscent of a flag in motion—capturing movement, pride, and purpose. Four bold stripes symbolize the unity and strength of the company's four founders. Together, these elements form a mark that feels traditional, modern, and unmistakably American.
We carried the visual identity through a newly designed website, business cards, email signatures, social templates, and a sales asset. The website prioritized usability and clarity, reflecting the company’s emphasis on efficiency and partnership, while the supporting materials helped reinforce consistency across all client touchpoints.
Every detail was crafted to reflect PatriotCI’s dedication to craftsmanship—from the structured typography to the strong color palette and clean layouts.
The Impact
A brand that earns respect—and wins trust—right out of the gate
With their new branding and website in place, Patriot Commercial Installs stepped confidently into the market with a visual identity that reflects their core values and high standards. The refined, patriotic design elevated them above typical industry branding, helping them stand out to general contractors and restaurant groups alike.
Clients responded positively to the brand’s clarity and professionalism, noting the trustworthiness and polish it conveyed. Internally, the branding also became a source of pride—uniting the founding team under a shared identity that reflects their collective experience and mission.
From first impression to final installation, Patriot Commercial Installs now has a brand that matches the quality of their work: strong, dependable, and built to last.
