Straightaway’s previous logo was extremely outdated and disproportional. The new logo was intentionally designed to look sleek and simple, communicating professionalism, vigor, and reliability. The clean lines and balanced proportions offer the brand a stronger, more recognizable visual identity that aligns with their business name “Straightaway”.

For readability and a confident aesthetic, the brand uses Staatliches for bold, eye-catching headers and Helvetica Neue for clean, approachable body copy.
For select callouts and to give more “masculine notes,” I incorporated subtle touches of Permanent Marker font, adding personality without compromising cohesion.

Straightaway’s palette blends a range of strong, trustworthy blues: cobalt, royal, and deep navy tones. These hues anchor the brand in dependability and longevity while complementing the natural, earthy colors found in fencing materials and outdoor environments.

All imagery is sourced from the client’s original fencing projects to showcase real craftsmanship and authenticity. The photos highlight texture, structure, and quality, reinforcing credibility and giving potential customers a clear sense of the work they can expect.

To unify the brand across touchpoints, I created a suite of cohesive marketing pieces including an A-frame sign, yard sign, business cards, and marketing flyers. Each design ties back to the refreshed visual identity, ensuring the brand feels consistent, recognizable, and professional whether seen online or out in the field.