The brief

Make us not look like everyone else.

That was the brief. Workwear B2B is a sea of stock photos: clean-cut model holding a clipboard, fluorescent jacket, faint grin, mid-distance sky. Anyone could swap one logo for another and you wouldn't notice. We didn't want to be that.

The execution

Beanie Boy. A paper-cut sticker mascot that shows up everywhere. He's got a Yes pose for the homepage, a Brands pose, a PPE pose, a High-Vis pose, a Footwear pose holding boots, a Gloves pose holding gloves, and a few more in the queue. Owen did them all. They're paper-cut on purpose, keeps them looking handmade in a category where everything else is rendered or stock.

The Did You Know stickers

Half are real. "We Offer Print and Embroidery." "We Can Design Your Logo." The other half are absurd. "Our Trousers Have Two Legs." "Our Basement Smells Amazing." "We Can't Lick Our Elbows No Matter How Hard We Try."

The point is to interrupt the scroll. If you smile at the elbow one and click into a category page anyway, the sticker did its job. If you didn't smile, fine, the real ones still tell you we offer print and embroidery. Either way you got the information.

"Brand voice gets boring fast in B2B. Stickers don't."

What's next

More themed Beanie Boys per category. Owen's working on the Trades pose now, Beanie with a tape measure, probably. After that, the seasonal stuff. Christmas Beanie is already mocked up; can't show it yet but it's a strong contender.

Owen for hire

Owen doesn't just design our brand. He runs his own creative practice: logo design, video editing, packaging, brochures, web graphics, full creative for businesses that need work that doesn't look like everyone else's. The kind of designer who answers the phone, turns artwork around the same week, and pushes back when an idea isn't quite there yet. Drop us a line if you need someone like that.

If you're a workwear buyer who got this far, you're probably not the one who said "let's make our brand more corporate." Hi.