J Blanton Plumbing, a trusted name in the plumbing industry, has unveiled a bold new corporate brand identity and repositioning strategy, developed in partnership with creative agency Geletka+. This comprehensive transformation sets a new standard for customer experience, and positions J Blanton Plumbing as a forward-thinking leader in the plumbing industry.
As part of the project, J Blanton Plumbing and Geletka+ collaborated closely to redefine the brand’s corporate identity, aligning it with the company’s vision for a customer-first experience. This effort reflects the dynamic nature of modern plumbing needs and provides customers with a sense of trust, relief, and quality service—even during stressful, urgent moments.
“Nobody wants to make a plumbing call,” said Aizik Zimerman, CEO of J Blanton Plumbing. “Our refreshed brand ensures that when customers do call us, it becomes a positive experience, rooted in professionalism, reliability, and expert service. Put simply. It’s a Good Call.”
The partnership resulted in a robust brand strategy, encompassing a clear, customer-centric identity that conveys confidence and approachability through its positioning and manifesto.
It also established a consistent and relatable voice across all customer touchpoints with a well-defined brand personality and tone of voice. J Blanton Plumbing now features a refreshed visual identity, including a modernized logo and bold color system that stands out in the market. Just like the J Blanton experience.
The new brand character ‘J’ serves as a playful yet professional brand ambassador, personifying the company’s friendly and reliable approach. The website overhaul offers a streamlined and user-friendly online experience designed to meet modern customer expectations.
This redesign extends to truck fleet design, digital and out-of-home campaigns, bringing the brand to life in real-world settings and ensuring visibility and consistency.
J Blanton Plumbing now features a refreshed visual identity, including a modernized look that reinforces trust and professionalism. To ensure the brand’s vibrancy and adaptability, Geletka+ delivered a toolkit of over 200 assets, enabling J Blanton Plumbing to maintain consistency while expanding its brand presence.
Geletka+ immersed themselves in J Blanton’s operations, including ride-alongs with plumbers during on-site calls. This hands-on research revealed a key insight: plumbing calls often occur during high-stress moments. By prioritizing trust, clarity, and quality service, J Blanton Plumbing can transform these interactions into “good calls.” This insight became the foundation for the brand’s new tagline: “Make a Good Call.”
The repositioning also highlights J Blanton Plumbing’s diverse capabilities, including a deep bench of experts ready to provide comprehensive solutions, a proactive service called the No Drip Club for ongoing trust and peace of mind, and high-quality bathroom renovations that extend the brand’s services beyond emergency plumbing.
“This project was a true partnership,” said Cynthia Wozniak, Marketing Lead at J Blanton Plumbing. “Geletka not only delivered a stunning visual identity but also helped us articulate what sets J Blanton apart in the market.”
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