Gearbox | functional creative

Case Study


Brand Identity & Website Update

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.  

What we did
Logo Design
Website Content and Design

Bertram Electric Old Logo

Previous Logo

Bertram Electric New Logo

New Logo

Bertram Electric Vertical Logo
Bertram Electric Horizontal Logo

Jason Bertram
Owner, Bertram Electric

“I could not be happier with the work Gearbox has done to revamp and modernize our logo. I absolute love the new look and couldn’t be happier with my choice of working with Gearbox. Having our website redone has been top notch, 100% professional and extremely easy! One of the best decisions I have made. Thank you, Gearbox, for bringing my company into the 21st century.”

Bertram Electric Website
Bertram Electric Icons
Bertram Electric Hat
Bertram Electric Shirt