CASE STUDY #5
PRIME UNDERGROUND
When I started with Prime Underground, they had been doing great work in directional drilling, but they had no branding—just the name of their company. I was responsible for crafting their brand from the ground up, including their logo, imagery, and overall identity.
With over 20 years of industry experience, they needed a strong brand presence to reflect their expertise and attract new clients. My goal was to create a cohesive and professional identity for Prime Underground, ensuring their brand was as reliable and accurate as the services they provide.
Project Overview:
My objective was to build a compelling brand from the ground up. From designing the logo to creating a streamlined website, I aimed to position them as a leading provider in the drilling industry. The goal was not only to increase visibility but also to ensure their digital presence would facilitate easy communication with potential clients.
Through careful design choices, a consistent brand message, and a user-friendly website, my approach was to highlight Prime Underground’s professionalism, quick turnaround, and commitment to quality. This project was about more than just aesthetics; it was about giving Prime Underground a complete marketing toolkit to generate leads and reinforce their reputation as experts in their field.
Objectives:
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Brand Creation: I developed a logo, selected brand colors, and chose fonts that captured the precise and professional nature of Prime Underground’s services.
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Website Development: Designed and developed a comprehensive one-page website, featuring a lead form, company information, contact details, and clear branding elements to make it easy for visitors to engage and request quotes.
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Digital & Print Materials: Created a suite of brand materials, including business card templates and digital assets, to support Prime Underground’s marketing efforts both online and offline.
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Domain & Email Procurement: Secured their domain, set up business emails, and configured google mail settings for the team to ensure seamless communication.
I focused on building a professional and approachable brand that would stand out in the competitive drilling industry. This involved designing a logo that reflects precision and reliability, choosing a color scheme that conveys trustworthiness, and selecting clean, easy-to-read fonts. All brand elements were unified to create a strong identity across both print and digital platforms.
Logo Development Process
Crafting the perfect logo for Prime Underground required a deep understanding of the company’s core values and how they wanted to be perceived by their audience. I explored 12 different iterations, each focusing on elements that would convey strength, precision, and professionalism. These attempts allowed me to refine the design, taking feedback and insights from the client to create a final logo that truly represents the brand. The result is a bold, recognizable logo that reflects Prime Underground’s expertise and commitment to excellence.
The Final Logo
Business Cards & Print Media
Creating effective brand materials was essential for Prime Underground to make a lasting impression. I developed a clean and professional business card template, which was later printed and distributed to staff members. For digital channels, I produced branded graphics and images to use in promotional efforts. These materials were crafted to maintain consistency across all communication channels, helping to reinforce Prime Underground's brand identity.
A key factor in driving growth for Free Flow Eaves was the implementation of dynamic lead forms that simplified the customer journey. These forms allowed potential clients to quickly select the service they needed, input their address, and receive a tailored quote based on their home’s actual layout via Google Maps. This efficient process ensured that customers were contacted by the Free Flow Eaves team almost immediately, streamlining communication and boosting conversion rates.
Website Objectives
To simplify the user experience, I built a one-page website with a clear call-to-action: easy access to quotes and inquiries. The lead form on the homepage allows potential clients to quickly input their needs, leading to rapid follow-up by the Prime Underground team.
The streamlined layout emphasizes their core services, expertise, and commitment to fast, accurate project completion.
Results
The branding and website overhaul successfully positioned Prime Underground as a trusted provider in the directional drilling market. The new website provided a direct channel for lead generation, and the business cards and print materials served as valuable tools for face-to-face interactions, ensuring potential clients had a clear and professional representation of the brand. The streamlined communication through newly set-up emails and the professional domain created a solid foundation for client interactions.
Conclusion
Prime Underground now has a cohesive, professional brand that speaks to their strengths: precision, reliability, and industry expertise. The combination of a well-designed website, strong brand identity, and practical communication tools set the stage for continued growth and client acquisition in a competitive market.
