Chinook Plumbing Identity
Turning a local legacy into a bold new identity.
*SCOPE:
Brand Strategy
Creative/Art Direction
Design
Copywriting
Content Strategy
UX/UI Design
Content Production
WordPress Development
SEO Management
Website Maintenance
*My Roles:
Design
Production
SEO
*Client:
Chinook Plumbing
*The Project:
Chinook Plumbing Identity
Turning a local legacy into a bold new identity.
*SCOPE:
Brand Strategy
Creative/Art Direction
Design
Copywriting
Content Strategy
UX/UI Design
Content Production
WordPress Development
SEO Management
Website Maintenance
*My Roles:
Design
Production
SEO
*Client:
Chinook Plumbing
*The Project:
Chinook Plumbing Identity
Turning a local legacy into a bold new identity.
*Scope:
Brand Strategy
Creative/Art Direction
Design
Copywriting
Content Strategy
UX/UI Design
Content Production
WordPress Development
SEO Management
Website Maintenance
*My Roles:
Design
Production
SEO
*Client:
Chinook Plumbing
*The Project:
Chinook Plumbing is a family-run business in Hood River, Oregon, known for its reliability, friendliness, and deep community roots. They came to our team looking for a full refresh—something that would modernize their brand while holding onto the trust and familiarity they’d built over decades. I led the creation of a bold new identity centered around a finned, friendly Chinook salmon mascot—playful, recognizable, and grounded in place. The system rolled out across business cards, apparel, vehicle decals, and a responsive website designed with SEO and usability in mind. Every piece worked together to bring clarity, consistency, and warmth to a brand that shows up across the Columbia River Gorge and beyond.
*The APPROACH:
Research into the Hood River area and local service branding helped shape a direction that felt grounded and familiar. I worked closely with creative directors who had a long-standing relationship with Chinook, using that shared insight to guide concept development. After exploring several directions, we aligned on a mascot-led identity that struck the right balance of personality and trust. I also partnered with the web team to ensure the brand translated seamlessly online—refining content structure, tone, and messaging to support both user experience and SEO goals.
Shout out to the team:
Creative Directors: Brian Acevedo & Dylan Nelson