When Brad came to us, he had created a logo and a business name with the help of ChatGPT that he liked. Called Peak Construction Training.  The brand was serviceable, but it didn't have a unique personality. We worked with him to start the process from scratch, to focus on strategy, the brand story and positioning.

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We discovered his love of South Africa, his birth country. That's when we started digging and discovered a word that represented his business perfectly: NYUSA. It is a Zulu word meaning "to raise up". This was the exact function of Brad's business, to raise people up to become more competent and safer workers.

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We defined some words that represented the values of the brand: Safety, Competency, Honesty, Reliability and Quality. These informed every decision we made when designing the identity, from the strong and reliable letterforms of the logo, to the technical safety manual style of the layouts.

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Everything was designed to feel expert and reliable but still honest and approachable.In the end we have a brand that can stand up against any in the world. One that will grow with Brad and his company and that has limitless potential.

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Here's what Brad had to say about it...

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"I started to build my company name, logo and website myself using AI and thought it was good until Sanna rebranded my business and built my new website, the difference was like night and day. How wrong I was"

Brad Whitehead (NYUSA)

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