Who’s Your Middle Man: HOLT Electrical Supply’s New Look

Who’s Your Middle Man: HOLT Electrical Supply’s New Look

We kicked off a strategy relationship with our partners at HOLT Electrical Supply in 2019, and since then, the go!-team has been pretty busy. We’ve been getting our research on, talking to their best customers, touring facilities, and a heck of a lot more activities that go into the strategic building blocks that are forming a refreshed brand. 


Who is HOLT?


HOLT Electrical Supply is one of the area’s largest full-line electrical supplies distributors, working with contractors on commercial, residential, and industrial projects. They are a family-owned company that has been in business since 1960 when the first and second generation Holtzman guys started a wire business out of a basement. Since then, they’ve grown to seven branches across the St. Louis area and southern Missouri, and we’re helping them launch into their next phase of growth.


A Powerful New Look & Feel


We don’t always create new logos when we do a brand refresh, but when we do, we don’t pull punches. The modernization of HOLT’s brand centers around its new logo, which features powerful letter forms and negative space that evokes HOLT’s energy and core competency. It will be accompanied by a refreshed color palette and bold typography. 


From this…



To this…


Keep the middle man. Cut the B.S.


Along with the reinvention of HOLT’s visual identity, the brand voice and tone is going to sound a lot different in the materials its audience sees going forward. When we talked with HOLT’s customers, we gained a glimpse into the chaotic world of electrical contractors—where nobody has time to visit the restroom, much less read between the lines of fluffy marketing prose. The new voice and tone for HOLT will be straightforward and direct, with a nod toward levity and the occasional off-color remark. 


And…we believe it’s time we stopped trying to “cut out the middle man” and started celebrating the value that distributors bring to the table. So HOLT is owning their place in the supply chain—as a vital link between manufacturers and contractors that offers expertise and guidance so contractors can grow their businesses.


Onward and Upward


We’re in the early phases of rolling out HOLT’s new branding across all communications and media, including a new website, which will go live in early July. We’re excited to help such an awesome company position themselves for their next phase of growth. Stay tuned!

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