The Brief

The team at TDB wanted a contemporary and clean design, something that felt organic and calm while standing out as professional and knowledgeable. Their audience ranges from young tradespeople starting their own businesses to established trades professionals looking to streamline and grow their operations. The design had to feel approachable and trustworthy, not intimidating.

Brand Concept

From the get-go, I wanted the brand to reflect TDB’s core values: approachability, community, and professional expertise. The key visual direction was all about balance—mixing friendly shapes with clean, modern lines. We landed on a colour palette inspired by natural elements, drawing from the tones of sandstone and olive groves to evoke calm and reliability.

For the fonts, I went with a pairing of Baskerville and Futura—the combination of the classic, elegant Baskerville with the modern, minimalist Futura strikes the perfect balance between approachable and professional. It represents TDB’s dual focus: professional knowledge and visionary design.

The Logo

The primary logo design featured an open archway, symbolising approachability and the flow of knowledge—two of TDB's key qualities. Continuous lines weave through the logo, representing the seamless journey their clients can expect when using TDB’s services. The smooth curves and rounded edges reinforce a sense of calm, with an abstract line style that feels both modern and timeless.

Building the Brand

After finalising the logo, we turned our attention to the rest of the brand elements. TDB’s products—like company profiles, fee proposal templates, and lead magnets—were all created with the same focus on usability and clean, professional design. We made sure each template was not just visually appealing but intuitive and easy to navigate. They reflect TDB’s mission to help businesses streamline their operations, save time, and present a polished, professional image.

For their social media presence, the tone of voice was crafted to be professional but friendly. We wanted to ensure tradespeople felt supported, not lectured to. Whether it’s through a social post or a downloadable template, TDB communicates with authority but also with a warmth that makes their clients feel understood and valued.

Bringing it All Together

The end result is a brand that stands for much more than just design. TDB’s brand reflects their commitment to their community and the trades they serve, building relationships as much as they build businesses. With a visual identity that’s calm, balanced, and professional, TDB’s brand now clearly communicates their value and vision, helping them connect with their audience on a deeper level.

This project was a perfect example of how strategic design can transform a brand and elevate the message they want to share. And now, when TDB clients reach for their tools, they’re working with templates that aren’t just easy to use but also elevate their business presence in the best possible way.