We were lucky to be invited to work on the branding and website for Newburgh Plumbing & Heating, a new full-service firm that recently hung out its shingle in a rundown industrial city on the Hudson that enjoyed its heyday in the late Victorian era. Newburgh is now undergoing a massive overhaul and renaissance, thanks in large part to the New York hipster community. Having already transformed vast tracks of Brooklyn and other locations on the “mighty-mighty” Hudson River and in the Catskills, this enterprising, stylish group of forward-thinking people with a passion for everything vintage and authentic have set their sights on Newburgh and are turning it into the next Williamsburg on the Hudson.
With a minuscule budget that only covered basic costs, we totally bootstrapped this: all of the art we created for the site was cobbled together from images in the public domain. The result is arguably more effective than similar work we have done for major corporations with more dynamic products than plumbing, that had the budgets to commission teams of creative professionals.
Actions speak for our success: NP&H owner John Wood began a subsidiary apparel line based on our designs — to be sold at a brick-and-mortar store in Newburgh and on the website we built for him — before we even launched the site. We have not only framed their story in a different way, we have shown John and his team that even the most utilitarian company can be so much more than its core services.
Pure Film Creative’s tagline is “Everything has a story.” This is Newburgh Plumbing & Heating’s:
The Russian Constructivist style adds a bold, fun, colorful framework for conveying information — the eye stops on the image to figure it out, and lingers to take in the headline it points to and the text below it. Russian Constructivism was also all about celebrating the working man — perfect for NP&H.