Touchstone Refrigeration – Logo & Brand Identity Design

My Role

• Logo design & concept development

• Visual identity system

• Brand strategy & positioning input

• Research on competitors, client pain points, and tone of voice

• Web Design (Wix)

This project was created during my time at Brainspin and was developed under the direction and approval of the studio’s art director.

Reflection

This project challenged me to design a nonprofit brand that honors a powerful legacy while carving out a distinct and meaningful presence. I was inspired by Christie & Associates’ focus on improving mental health and wellness for young people, and I enjoyed creating a visual identity that felt both hopeful and grounded in purpose.

Project Overview

Touchstone Refrigeration is the sister company of Touchstone Commercial Services. While part of the same business family, Touchstone Refrigeration needed a distinct visual identity that would represent coolness, trust, reliability, and friendly professionalism—without blending into their corporate counterpart. My goal was to design a logo and brand system that made them instantly recognizable in a niche but competitive industry: emergency and temporary refrigeration.

Design Objectives

• Create a logo that feels cool, inviting, and trustworthy.

• Distinguish the brand from its sister company while maintaining professional credibility.

• Communicate speed, reliability, and personality without feeling overly corporate.

• Ensure the brand would work across platforms: trucks, signage, website, and printed materials.

Target Audience

Who They Serve

Restaurants, caterers, and grocery chains

Event organizers and food vendors

Construction crews and facility managers

Hospitals and medical centers

Their Priorities

Immediate availability in emergencies

Compliance with safety standards

Budget-conscious but reliable options

Friendly, personalized service

Brand Strategy & Voice

Voice & Tone

Friendly but focused

Reliable and responsive

Slightly playful/human without losing professionalism

Key Phrases that Inspired the Design Direction

“Reliable cold storage when you need it most.”

“Keeping businesses running, one cooler at a time.”

“Emergency or Expansion – We’ve Got Your Back.”