Delight in demolition.

Brand Identity
Voice and Messaging
Creative Direction

Workhorse Industries is a veteran-owned demolition company that wanted to carve out an instantly recognizable identity that would stand apart in its category—and stay true to its positive, can-do attitude.

Our rebrand puts that attitude into words: the joy of demolition. The delightful moments of destruction, dirt, and debris that make every project a blast… literally.

Just like demolition itself, the brand reshapes the old to make way for something new. Our visual system pulls complementary high-vis colors from the world of demolition and uses an illustration style inspired by the Golden Age of animation to create a personality that brings joy to projects of any size. Similarly, our voice puts a modern twist on old-school campiness and cadence to make every line a happy one. All to create a brand that celebrates the people—and attitude—that make Workhorse so delightful.

Whatever your project, whatever the size, whatever it takes—Workhorse is “Happy to demolish that.”

Art director/designer Blas Madera and I built the entire brand from the ground up.