The passion and energy of this full-line electrical distributor is unmatched anywhere in their area. We infused the brand identity with the same swagger, confidence, and dedication to customers success that has kept HOLT thriving since 1960.
Objective
To create a bold, unified brand that reflected HOLT’s fierce dedication to their customers and community while solving critical challenges in both client growth and talent acquisition.
The Challenge:
Six Brands, One Vision
HOLT came to us with a problem many growing companies face: success had created complexity. Six distinct service lines operated under separate brands and logos, creating confusion in the marketplace and making it nearly impossible to present a cohesive identity.
But the real challenge went deeper. Like many industrial companies, HOLT was struggling to attract quality candidates while competing with larger local companies for talent. They had great service and loyal customers, but no unified voice to energize their internal culture or strengthen their external market position.
Our Approach:
Embrace the Middle Man
Instead of running from their role as a distributor, we leaned into it. Our “We’re Your Middle Man” campaign flipped the negative connotation of middle men on its head with bold messaging like “We give a sh!t” and “Keep the middle man. Cut the bulls#*t.”
The strategy was threefold:
- Unify the brand
Consolidate six separate identities under one strategic voice - Energize the team
Create messaging that made employees proud to work there - Attract talent
Position HOLT as a company that “builds up those who build our community”
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