Lade Electric Supply
Lade Electric Supply is one of the Southeast's leading electrical and lighting distributors with a 150,000-square-foot warehouse, over $15 million in inventory, and multiple branch locations. When they unwound from a merged company structure to operate independently, they needed a brand identity that matched their scale and ambitions.
The challenge was positioning a major, multi-location supply company as modern and agile, without losing the credibility they'd built over decades. We needed something that felt energetic and forward-thinking, but still grounded.
I created a comprehensive identity system that rolled out across their entire organization. The reception was strong, internally and externally. It felt like a rebrand that actually moved the needle for a business this size.
SERVICES
CREATIVE DIRECTION
BRAND IDENTITY
LOGO DESIGN
LOGO
Lade needed a mark that communicated reliability without feeling static. Something that said "we're rooted, but we move fast." I landed on a lightning bolt integrated into the negative space of the A and D, a simple concept that carries multiple meanings: electricity, agility, energy, speed.
The wordmark itself is refined and modern, but versatile enough to be used across a wide range of applications. The integrated lightning bolt works across all applications, from business cards to vehicle wraps, maintaining clarity and impact at any scale.
VISUAL LANGUAGE
The palette is restrained but energetic: a monochromatic greyscale system of Carbon, Slate, Steel, Smoke, and White, anchored by Amped Orange. That orange became the brand's visual signature, a warm, energetic accent that brings personality and warmth. Secondary accents in Volt Blue and Circuit Blue added sophistication and depth for layered applications across their ecosystem.
I paired Eurostile known for its wide, confident stance, with Inter as a clean, modern secondary for legibility across all touchpoints. The system also includes a geometric pattern rooted in industrial forms, photo styling guidelines, and soft blending techniques. Together, these elements are technical but sophisticated, reinforcing Lade's expertise while maintaining visual interest.
COLLATERAL AND MOCKUPS
[ FIG. 04 ]
