S&K Earthmovers

To create a unique logo mark that stands out from the competition, especially the local Knoxville, Tennessee, market. The client desired a color scheme that broke away from tradition in the space, and also to possibly include references to nature, e.g. trees or mountains. The company is an excavation and septic tank installation business, so references to digging or excavation are a must. Client desired a mark that was playful, yet professional.

Probably 99% of competitors’ logos comprised of some sort of excavator imagery with a yellow and black color scheme. Taking this into account, and the entirety of the brief, I designed a custom character mascot – The Groundhog. It successfully:

• Presents the brand uniquely, setting it apart from the competition
• References the excavation industry, without directly showing an excavator
• Breaks from the tired yellow / black color scheme
• Incorporates nature elements hidden inside the groundhog’s fur (pine tree between his eyes and mountains on his nose)
• Presents the brand in a playful way, that’s still clean and professional

“Ben did an incredible job putting together our logo and went above and beyond with a complete brand presentation package. It far exceeded our expectations and blew away any AI generated images we had seen when searching for potential images. There is something to be said for individuality that can only come from a human and Ben nailed that in a manner that felt effortless! We wanted unique, playful and creative, while also telling someone what our business was without actually having it in our name. His client intake form was thoughtful and thorough to truly understand us as a client and his design delivery was professional and impeccable! We can’t overstate how pleased and impressed we are with what he came up with for us. We are truly so proud of our brand/logo and excited to be represented so well by his design. His work deserves a 10 Star ️ review! We have recommended him to a few people we know and will continue to do so as they arise. If you’re contemplating using him for your business needs, just do it! You will not regret it. It’s the BEST decision we made for effective and unique branding.”
– Katie Brooks, Owner of S&K Earthmovers