I worked closely with Tereasa Surratt (Camp Wandawega) to create an identity system that was consistent only in its inconsistency. Our goal was to accurately recreate the look of a small, independently owned janitorial supply company from the 1960s/1970s. These companies typically lacked a formal design system, opting for the path of least resistance and adopting a “whatever is cheapest / easiest / quickest” mentality when it came to signage, merchandise, etc. Faithfully reproducing this approach (I learned) is much easier said than done, and we both (mostly Tereasa) agonized over the small details of the identity for what felt like 10 years (probably more like two months).

We made several custom items true to the period and industry: carpenter’s pencil, valve tags, labels, milk glass mugs, pocket protectors, shop rags, embroidered patches, notepads, and a plastic engraved sign.

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