Jarvis Cutting Tools

new branding and visual identity

Breathing new life into a company with a rich legacy spanning over 120 years, Sara assumed the role of Jarvis Cutting Tools' inaugural in-house graphic designer. She played a pivotal role in orchestrating the company's maiden re-branding endeavor.

In May 2014, Sara relocated from Atlanta to Dover, New Hampshire, where she assumed the role of Jarvis Cutting Tools' inaugural in-house graphic designer.

Swiftly entrusted with the task of shaping the Jarvis brand, Sara embarked on her first-ever re-branding project for a company. She meticulously crafted a cohesive color palette and comprehensive brand guidelines, revamping all print and digital marketing materials to embody intelligence, informativeness, creativity, and uniqueness tailored for the manufacturing industry. This endeavor resonated deeply with Sara's passion for creative work, marking an exciting milestone in her career.

Following her departure from Jarvis in late 2017, Sara returned to Atlanta to embark on a new role in the AEC industry. Even with this transition, she remained connected to Jarvis as a freelance designer. In 2020, Sara collaborated with the Jarvis team to once again, contribute to the expansion of their creative identity, branding, print and digital collateral to coincide with the launch of their new logo earlier in the year.

Previous designs of Jarvis’ marketing materials.

Sara spearheaded Jarvis' initial re-branding efforts from 2014 to 2015, crafting a range of marketing materials such as product line booklets, catalogs, and promotional items. She introduced newly curated corporate colors and established a refreshed brand identity during this period.

The primary color palette of the 2014-2015 re-branding was dominated by gray, complemented by accents of Jarvis red and black. Sara deliberately chose gray as it offered a clean and versatile aesthetic, serving as an ideal neutral backdrop for Jarvis' brand image. The images below showcase the previous re-branding work Sara produced during her tenure at Jarvis Cutting Tools.