Haffner’s

Date: 2024 - Present
Role: Art Director, Designer, Illustrator
Association(s): The Fantastical

When Haffner’s approached its 100-year milestone, it was the ideal moment to reimagine how the brand showed up in the world. I served as lead designer on a comprehensive rebrand that honored a century of reliability while positioning the company for its next phase of growth.

The goal was clear: reinforce the brand as a trusted, dependable partner while introducing a more genuine, approachable voice. We refined the visual language and evolved the personality, particularly through Jack the Donkey, whose humor and charm brought a human touch to this established, hardworking brand.

At the center of the transformation was a fully reimagined brand book. More than a style guide, it became a strategic user manual outlining typography, color systems, graphic elements, photography direction, voice and tone, and clear dos and don’ts. Every element was intentionally built to ensure consistency and drive meaningful business outcomes.

From there, the brand came to life in the real world. I led the concepting and execution of the new fleet truck wraps, managing the process from initial design through vendor collaboration, final specs, and print production. Scaled across an entire fleet, the refreshed identity transformed everyday vehicles into moving brand statements.

Supporting collateral, including business cards and PowerPoint templates, was rolled out in tandem to ensure every touchpoint reflected the new identity with clarity and confidence.