Overview:
Electrical companies all tend to look and sound the same. Logos with lightning bolts, safety-first slogans, and zero personality.
Rooted in building relationships and trust, ABR became more than electricians — they became Your Power People. From branded hot sauce to zombie survival campaigns, the company’s identity sparks conversation long after the job is done.

Tagline: We’re Electricians, But We’re People First.

1. Brand Story & Identity

Challenge: Electricians aren’t usually seen as brands; just services.

Strategy & Execution:
• Developed the core brand line “We’re Electricians, But We’re People First.” Memorable, personable, and instantly positioning ABR as approachable experts.
• Extended the tagline into a brand persona: friendly and confident,
• Created Live Wire Hot Sauce, a promotional product that turns electrical terminology into a sensory brand experience, a physical, giftable piece of wordplay.
• Crafted copy and visuals that balance professionalism with fun, giving customers something they want to engage with.

Result: ABR isn’t just another electrician. It’s a brand customers remember, recommend, and rep proudly.

2. Merch & Brand Extension Concepting

Challenge: Most electrical companies stop at business cards and trucks.

Strategy & Execution:
• Created Deadwired, a zombie-themed sub-brand connecting electrical expertise with pop culture humor.
• Used the Deadwired concept to build themed campaigns and merch drops, tapping into the cult appeal of the zombie apocalypse.
• Designed limited-edition stickers, magnets, and yard signs tied to specific service types, turning everyday marketing into collectible fun.
• Extended brand touchpoints into customers’ homes through creative leave-behinds that reinforce loyalty and conversation.

Result: Customers don’t just see ABR’s logo, they display it. The brand becomes a talking point, not an afterthought.

3. Campaign & Customer Experience Ideation

Challenge: Electrical work is functional but rarely fun.

Strategy & Execution:
• Built playful, narrative-driven campaigns that frame ABR’s expertise through entertainment.
• Zombie Survival Electrical Prep
• Live Wire Hot Sauce Giveaways as surprise thank-you leave behinds.
• Service-specific yard signs that double as micro-billboards for neighbors.
• Focused on tangible, memorable touchpoints, from custom merch to limited promo items instead of generic ads.

Result: Campaigns energize the customer experience, making ABR Electric a brand people talk about. Creative, confident, and unmistakably human.