Epicenter Project Spotlight-January 2026

For Epicenter Project spotlight January 2026 - we're going to rewind the script a little bit and take a really good look at a project that started in the Spring of 2025! This project took a lot of dedication, a lot of hours behind the scenes and resulted in a one of a kind kick ass brand I know you've seen around town.

Craggs Window Cleaning! (Epicenter Project Spotlight)

Who are they? They're Traverse City's local home grown window cleaning company. At Cragg's they believe we live in one of the most beautiful places on earth and want to help share that beauty of nature with you one clean window at a time. They're founded on reliable and professional service (you'll 100% find Jack out with his crew to make sure the job is done right), driven by making the world a better place for not only you but their employees and everyone around them, continually being inspired by the beauty of nature.

Why is this special? - Because Jack took the time to do his own research- he recognized the importance of a strong brand. The power of a mascot, the importance of cohesiveness and the true meaning of a brand story. His branding is memorable without a doubt and it truly captures the heart of his objective. He wants your view to be elevated by nature!

Building a brand like this isn't a quick process. From our perspective this is where many small businesses fall short. Someone decides to start a company, buys the tools, makes the leap, sacrifices their time, their savings and their sanity to settle for a $50 logo or worse, whips something up off canva.(Sorry canva users- those logos just aren't unique or memorable 🫣). Don't get us wrong- Canva is an "Ok" direction if you know you're going to revisit the branding in the next year or two once you settle into your core values, brand feel and demographic but it will never be as powerful as a uniquely built brand. Jack knew to be memorable & he needed to step out of his comfort zone. He dug deep, thought about what made him unique, about his core values and came prepared with an idea for us here at Epicenter to bring to life. If you've ever met Jack, you know the red squirrel was a perfect fit for him. Epicenter took his ideas and brought it to life.

Drawing a mascot is a multi step process. The graphic below shows you some of the stages Jax went through to result in a fully fleshed out furry, memorable friend. Each element of Jax was thought through- Blue eyes and a blue rag, subtly nodding to Cragg's eye for detail, the harmonizing color palette that makes you think of the beauty of nature, the playful nature of Jax promising that each interaction with Cragg's crew will be one you look forward to.

Once the mascot was built we were able to merge the old with the new. Cragg's word mark was something he'd been using for years and was completely custom drawn by designer John Sheehan (His work can be seen HERE!) It already vibed with the direction Jack was wanting to take the business.

Jack did not stop there and added other elements to complete out his brand including business cards, mirror hangers, yard signs, and a mascot sign. Each element pulling the brand together. Everything cohesive, everything representing the brand promises.

This is another area where some companies fall short. Having cohesiveness across all forms of media build a silent bridge of trust, and brand awareness.

Taking the time and making the investment is a scary step. One that Jack took in full faith knowing that if done right he would end up with a memorable brand that would propel his business forward. I can say confidently that our area still has a lot of opportunity for growth for memorable brands that break the mold. Thank you Jack for allowing us the opportunity to take that leap with you. This will ALWAYS be one we hold dear to our hearts!

Do you want to learn more about Jack and his team? Check out his website here!

Do you want to learn more about building a brand? We suggest these books - Branded not Blanded & Building a Story Brand.