Jara was very specific when he spoke to us to design a new identity for his carpentry and roofing business. “Whatever you create, I want you to reflect an element of Optimus Prime and the Transformers insignia within my logo.” Knowing the emblem, we took to task to transform common carpentry tools and profile them in a strong iconic and deliberate design with its logo and typography, steel like colour palette and textures, making Urban Transformers a familiar yet innovative trade brand. Upon presentation, it was embraced with exceeding joy and created much conversation and recognition on the road with his vehicle signage, to uniforms and building tools and applications.