Identity for a gender-equal hardware store

Choose a blue-collar shop in your neighborhood and brand it (within 3 weeks), setting it apart from others in its category.

Concept, photography, graphic design, identity design

What sets apart one hardware store from another? Good service is important, but hardly a unique selling point in the field. Equal service to all genders certainly is.


is usually a very manly business.
Repairmen are expected to be just that.

Experience has taught my friends that if they walk into a hardware store presenting as something other than a straight cis man, they might receive patronizing comments, doubting their competence (or worse.)

David Kastel
was different.

During an observation in his shop, I noticed how he never judged people based on their performed masculinity (or lack thereof) — he was giving all genders equal service.

In a business that’s perceived as hyper-masculine, that’s something to go on.

The equals sign

is used as inspiration for the logo, then echoed throughout the project's photographic language.

Colors used

refer to the age-old “blue for boys’ toys, pink for girls” cliché without conforming to it.

As mentioned before, the shortness of this brief meant I could only go so far with my explorations.

Having had more time, I would have gone further with 3D/2D combinations, as seen in the bathroom signage.