The challenge

In 1979, Ken and Joyce Bertram set out to offer Central Minnesota a better experience in electrical construction. More than 40 years after Bertram Electric was established, second-generation owner Jay Bertram wanted to give the brand an updated identity, while still paying homage to the original logo design. 

The solution

The new logo leans in to the brand equity of the Bertram name and includes a monogrammed icon that features the company’s signature lightning bolt at the center. The logo badge also ties closely to the original logo’s color palette.

From there, we provided a complete refresh of the website, including more customer-centric messaging that better communicates the brand positioning and story, a more user-friendly design that aligns with the new branding, and stronger calls to action throughout the site to drive engagement.