J.Blanton Plumbing
Challenge
J. Blanton Plumbing was doing something different in the plumbing industry. They were taking a modern approach that prioritized not just plumbing expertise, but standout customer service — because nobody really wants to have to make that call. In a category that hadn’t changed much in decades, they were ready to lead. But to do that, they needed more than a logo or a new coat of paint on their trucks.
Solution
This wasn’t just a rebrand. It was a full positioning and market entry strategy. We created a new brand identity, a custom design system, and a tagline that spoke to the real customer experience. Make a Good Call came directly from the truth that calling a plumber usually means something’s gone wrong and that J. Blanton Plumbing is the kind of company that can make it right.
We helped them go to market block by block, building awareness in key neighborhoods with hyper-local tools and messaging. We didn’t just deliver a logo and a launch plan; we gave them the tools to grow.
“We made a good call with Geletka+. They built a brand that feels real, works hard, and stands out. It’s smart, usable, and completely us. They did the work that it takes to get to know us from the inside out, learned our business and helps us show up in a way that customers actually remember.”
— Cynthia Wozniak, Head of Marketing, J. Blanton Plumbing
Approach
We set out to build more than a brand. We built a system smart enough to scale and flexible enough to hyper-localize. Every decision, from design to messaging, was rooted in how people actually find and trust a plumber. And every tool we delivered was made to work in the neighborhoods J. Blanton Plumbing serves every day.
Brand Strategy and Positioning
Nobody wants to call a plumber, but when they do, it needs to be a good call. For J. Blanton Plumbing, that means delivering an experience that builds trust from the first ring to the final follow-up.
Our insight work revealed that the real win isn’t just fixing the problem; it’s how you show up through every interaction. We shaped a strategy rooted in empathy, clarity, and control. Most customers feel anxious, unprepared, and completely out of their depth. We positioned J. Blanton Plumbing as the plumbing professionals who make the entire experience feel like a good call — a call that’s remembered, recommended, and that reinforces the brand as a standout in a category people rarely want to think about.
Bold Identity System
We broke from industry conventions, trading the expected blue-and-white color palette for a striking, red-led palette and clean, confident visuals.
Original Character Design
We developed a fully custom brand character for J. Blanton to embody the voice and values of the company, giving them a tool that can educate, entertain, and connect with people in a way that feels human. Illustration still matters because it makes brands feel built, not bought, and brings comfort and trust to an experience that often starts with stress and uncertainty.
Custom Canva Library
We built and configured a fully custom Canva library so the J. Blanton Plumbing team could live the brand every day and execute the strategy at speed. The library featured over 100 ready-to-use assets, including flyers, checklists, door hangers, and more. No bottlenecks, no design guesswork, just easy tools that bring the brand to life in every neighborhood and every home.
Fleet Redesign
We reimagined the J. Blanton fleet to function as bold, rolling billboards. The updated design uses red strategically to signal urgency, reinforcing that when you see a J. Blanton truck, a plumbing emergency is being handled. We introduced smart messaging placements across all sides of the vehicle, including the rooftops, making sure the brand stands out, even in a city full of tall buildings and fast decisions.
We Crafted a New Website
Radio Spot Production
We wrote, composed, and produced a radio spot that featured real J. Blanton Plumbing employees, lending authenticity and literally bringing the brand voice to life.
Now Have a Listen and Sing Along
Impact
- Revenue increased by 40 percent since the brand launch.
- Radio saw an 18 percent lift in revenue.
- Over 60 trucks have been fully rebranded and rolled out across Chicagoland.
- Out-of-home and field marketing are actively growing the Evanston and Northbrook markets.
- The team now operates with a robust, flexible system they can use and scale daily.
Credits
Joe Wangler + John DeLuca + Anders Newman + Austin Bond + Doug Leinen + Jon Scarpelli + Christina Downey + Nancy Mines + Jeff Walker + Kristian Vazquez + John Geletka + Jeremy Johnson + Sheetal Meher + Aaron Sacco + Aizik Zimerman + Cynthia Wozniak