The JournalVol. 20 — twenty years in the trade

Ideas & insights

No fluff, no jargon — field notes on branding, wraps and growth from the studio floor.

Spartan HVAC mascot brand applied across truck, apparel and signageLead storyLogo Design · Jul 8, 2026 · 5 min readWhy Mascot Logos Win for Home Service BrandsYard signs fade and radio spots get skipped — but nobody forgets the company with the character. Here's why mascots outperform initials-in-a-shield for HVAC, plumbing, roofing and every trade in between.Jeremy EllsworthJeremy EllsworthRead the story
All stories08 published
02GrowthThat 70,000 Number Is Not a Study2 min read03Vehicle WrapsYour Electrician Van Has to Read at 4010 min read04BrandingHVAC Truck Wrap Design That's Actually a Brand3 min read05Vehicle WrapsVehicle Wraps That Sell: Turn Every Truck Into a Billboard5 min read06BrandingThe Real Cost of a Cheap Logo4 min read07GrowthBrand Consistency: The Growth Lever Most Contractors Ignore2 min read08BrandingHow to Rebrand Without Losing the Customers You Already Have5 min read
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