NorthStar Identity Package
NorthStar Electric Service was started as a leaner, higher quality alternative to Miles City’s largest electric company. The owner, a master electrician, knew he could offer better service and more efficient scheduling than his competitors. He understood that home owners have intimate relationships with service people. He sought to ease the concerns that people have when faced with welcoming stranger’s into their home to fix problems they know little about. He was also an underdog when compared to his much larger, more established competitors.
NorthStar needed an identity that stood out in a way that was confident yet approachable. The dramatic yellow and black are contrasted with a hint of playfulness in the outlet symbol. For the smaller cowtown of Miles City, where earth tones reign supreme, the bright yellow and clean typography present NorthStar as a very different alternative to the competition.