A family business finds strength in their story.

Overview

PermanentMark LLC is a laser engraving company based in Clinton, MA. We were touched by their deeply personal story and felt that it just had to be told. By immersing ourselves in the culture of PermanentMark, we created a new brand identity that draws from the company's roots to empower it for the future.

Client

PermanentMark LLC

DeliverableS

  • Brand Story Video
  • Brand Logo Redesign
  • Website Redesign

Year

2019

A shocking tragedy forges a brave new leader.

In 2018, Leon Dickinson unexpectedly passed away. He left an enormous legacy behind, much of which was tied to his laser engraving business, PermanentMark LLC. Now without its founder, the fate of the business fell on the shoulders of Leon's son, Cody.

Cody worked for years alongside his dad, spending long summers in high school learning the trade. He quickly became familiar with the unwavering dedication and high standards that Leon ingrained in the core of PermanentMark.

In school at the time of Leon's passing, Cody was faced with a hard choice. PermanentMark was the culmination of his father’s soul and hard work. It was Leon's legacy, and so Cody chose to preserve it. He took over the company to lead it into the future while forever honoring the past.

A shocking tragedy forges a brave new leader.

In 2018, Leon Dickinson unexpectedly passed away. He left an enormous legacy behind, much of which was tied to his laser engraving business, PermanentMark LLC. Now without its founder, the fate of the business fell on the shoulders of Leon's son, Cody.

Cody worked for years alongside his dad, spending long summers in high school learning the trade. He quickly became familiar with the unwavering dedication and high standards that Leon ingrained in the core of PermanentMark.

In school at the time of Leon's passing, Cody was faced with a hard choice. PermanentMark was the culmination of his father’s soul and hard work. It was Leon's legacy, and so Cody chose to preserve it. He took over the company to lead it into the future while forever honoring the past.

An identity for the next generation.

Family means going to unimaginable lengths for the ones you love. Together with his aunt, Tanya, Cody spent a trying year of long commutes and late nights learning the ins and outs of his father's business. By the time we connected with him in 2019, he had more than grown into his new role as head of PermanentMark.

Right away, we were entranced and inspired by Cody's story. We identified with his vision and values, and we wanted to do whatever we could to help. In collaboration with him and Tanya, we updated the PermanentMark identity to create an approachable, modern brand that pays homage to its roots while it looks ahead.

An identity for the next generation.

Family means going to unimaginable lengths for the ones you love. Together with his aunt, Tanya, Cody spent a trying year of long commutes and late nights learning the ins and outs of his father's business. By the time we connected with him in 2019, he had more than grown into his new role as head of PermanentMark.

Right away, we were entranced and inspired by Cody's story. We identified with his vision and values, and we wanted to do whatever we could to help. In collaboration with him and Tanya, we updated the PermanentMark identity to create an approachable, modern brand that pays homage to its roots while it looks ahead.

Sharing a human story with the world.

PermanentMark competes in a small niche with several competitors that use the same engraving method. Brick engraving has become commoditized, with many organizations choosing a vendor based on price.

Our goal was to showcase the personal stories behind PermanentMark with an updated brand identity that embodies their core values and creates a connection with users. To achieve this we created a complete brand logo set, a new company website, and a story video.

Sharing a human story with the world.

PermanentMark competes in a small niche with several competitors that use the same engraving method. Brick engraving has become commoditized, with many organizations choosing a vendor based on price.

Our goal was to showcase the personal stories behind PermanentMark with an updated brand identity that embodies their core values and creates a connection with users. To achieve this we created a complete brand logo set, a new company website, and a story video.

The core of Cody and Tanya's work can be found in their pursuit of legacy. Every memory they engrave on a brick is a testament to the values they themselves hold dear. PermanentMark is more than a laser engraving business - it's a family that knows the power of committing to a cause.

The core of Cody and Tanya's work can be found in their pursuit of legacy. Every memory they engrave on a brick is a testament to the values they themselves hold dear. PermanentMark is more than a laser engraving business - it's a family that knows the power of committing to a cause.

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