Brand Identity Design, User Experience + User Interface Design

Armature Electric

Working on behalf of Lodestar Digital, I worked with Armature Electric Ltd. to modernized their Brand Identity and Digital/Print Collateral. With a goal of communicating Armature Electric as one of British Columbia’s premier electro-mechanical service centres and electric motor providers.

At Armature, their greatest strengths are their capacity and team. They have long-term relationships with vendors and customers to ensure that the success of their customers.

As their business evolved over the decades, they’ve kept a keen focus on the latest in technology, industry standards, certifications and human resource development.

Established in 1929, Armature Electric Ltd is proud to be British Columbia’s premier electro-mechanical service centre and trusted provider of electric motors, generators and power distribution solutions.

However their brand identity remain unchanged for many years and did not reflect the technical knowhow and local/global capabilities.

We worked together to bring the brand into the current day, while bringing forward their legacy and reputation.

armatureelectric.com

LOGO DESIGN

After exploring multiple design concepts, this final logo was selected to embody Armature Electric’s long-standing dedication to reliability, technical excellence, and innovative electro-mechanical solutions. Reflecting nearly a century of craftsmanship and industry leadership across British Columbia, the brand identity highlights their commitment to keeping clients running efficiently and effectively.

Driven by core values of dependability, responsive service, and integrity, Armature Electric builds lasting trust through transparent communication and a client-first approach. Whether supplying premium motors, providing 24/7 field services, or handling complex shop repairs, every detail is executed to exceed expectations and minimize client downtime.

This logo and its accompanying visual identity establish a strong, modern, and reputable aesthetic. Building on this refreshed brand, we collaborated with Armature Electric to develop a website that seamlessly reflects their core values of excellence, integrity, innovation, personalization, and steadfast dedication to their clients.

Sign for Armature Electric with the slogan 'Dependable Solutions, Responsive Service' on a modern building with reflective glass windows.

DIGITAL

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With a new Brand Identity, Armature Electric required a new website that could showcase its products and feature the company's history, businesses, and capabilities.

A desktop computer and a smartphone display the homepage of Armature Electric, showing a technician inspecting a large electric motor. The website has a green and white color scheme, with sections about products, services, and contact information.

Laptop and smartphone displaying the Armature Electric website with information about services for electric motor repair and field services, alongside an industrial worker inspecting equipment.

VISUAL LANGUAGE

Rooted in the mechanics of electric power, this palette translates heavy industrial expertise into a modern visual system. Using color titles tied to physical motor anatomy, the identity reinforces Armature Electric’s commitment to robust hardware, green innovation, and field-tested reliability.

TYPOGRAPHY

GLYPH

Large black letter A with smaller black letter E vertically aligned beneath it.

CHARACTERS

Close-up of a black and white puppy with a curly coat.

Primary

A black and white photograph of a young woman with curly hair, wearing a turtleneck sweater, looking at the camera with a serious expression.

Secondary

STYLES

COLOUR PALETTE

Green background with white text reading 'Armature Green'.

Gray background with centered white text that says "Frame Grey".

Black background with white text reading 'Bracket Black'.

DESIGN COLLATERAL

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With a new Brand identity created, there was an opportunity to build relevant brand pieces for various applications that would add credibility and awareness to Armature Electric.

Green and white delivery van with 'Armature Electric' branding, driving on a city street.

PRINT

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The Armature Electric print pieces echo the subtle colours and modern type treatment, ensuring that the modern and sophisticated aesthetic resonates in all collateral.