mammoth for plumber logo

BRAND SPECIALIST EXERCISE

Congrats! If we sent you this page it means that we are seriously considering moving you to the next step in our hiring process. Because branding is SO skill driven we need to give you a little exercise to show us what you’re capable of. 

Below, you’ll find a sample creative brief. 

See the details below, and we can’t wait to see what you dream up! 

Note: Feel free to watermark these images if you need to. We will not be using your test in outside the bounds of considering you as a Brand Specialist for Mammoth. 

CREATIVE BRIEF

Client Name: For this exercise you get to choose the Client name. We ask that it is only two words with the second word being “plumbing”. Examples: Radiant Plumbing, Penny’s Plumbing, Bubbly Plumbing, etc.

We’re developing a distinctive brand identity for a Sacramento-based plumbing company that breaks away from the typical “blue-collar tough guy” vibe. Our goal is to create a visual and emotional brand experience that feels bright, confident, professional, and just a little bit fun.

We want to make a memorable first impression that says: “Yes, we’re skilled professionals who know what we’re doing—but we also show up with a smile, get the job done right, and leave you feeling great about your choice.”

TARGET AUDIENCE

Our ideal customers are:

  • Homeowners in the Sacramento area, often with disposable income.
  • Laid-back, beachy personalities who appreciate good vibes and a relaxed, modern approach to service.
  • Educated and discerning, but not stuffy—they value quality, reliability, and a personal touch.
  • People who want great service without the stress or overly corporate feel.

They’re the kind of people who love clean aesthetics, a trustworthy team, and maybe a mascot that makes their kid smile from the window when the van pulls up.

BRAND PERSONALITY

  • Professional but approachable
  • Laid-back but reliable
  • Cheerful but not goofy
  • Modern with a coastal-local vibe
  • Confident without being aggressive

VISUAL DIRECTION

Mascot

We’re looking to develop a bright, happy mascot that instantly communicates friendliness and trust. The mascot should:

  • Feel unique and memorable—a character customers will remember
  • Work well on digital and physical assets (vans, uniforms, website, etc.)
  • Have a unique feature (e.g., a toolbelt made of seashells, water drop sunglasses, a surfboard wrench, etc.) that makes it stand out from other plumbing brands
  • Appeal to both adults and kids—something that makes people smile at first glance

Think Pixar-meets-plumber.

Typography

  • A strong, clean typeface that communicates professionalism and structure
  • Paired with something slightly more playful (possibly in mascot name or tagline) to balance the friendly tone.

Needs to scale well and look great both on uniforms and across digital assets

TONE OF VOICE

  • Conversational, friendly, and clear
  • A mix of confidence and charm
  • Language that shows we take our work seriously—but not ourselves
  • Encouraging, warm, and upbeat

KEY MESSAGES

  • We’re plumbing pros you can count on.
  • We show up with a smile, get the job done, and leave you feeling great.
  • We combine top-quality service with a relaxed, personal touch.
  • Your plumbing problem? We’ll handle it—and we’ll make your day better while we’re at it.

DELIVERABLES

For this exercise we would like to see the three following items to help us gauge your skillset.

  • Logo
  • Logo with Mascot
  • Business Card Example

INSPIRATION

For this exercise we would like to see the three following items to help us gauge your skillset.

  • Logo
  • Logo with Mascot
  • Business Card Example
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