Developed a custom logo and comprehensive brand identity for CenCalTech, a technology repair and resale business based in Fresno, California, formed through the merger of CenCalTech and QuickPhoneRepair1. The project focused on establishing a unified brand identity that reflects the company's expanded services, reinforces its position as a trusted Central California technology resource, and communicates its commitment to quality, accessibility, and value.

The creative direction centered on the intersection of technology, restoration, and renewal. Through research into the client's services, existing content, and brand positioning, I identified the process of disassembling, repairing, and restoring devices as a defining part of its story. Rather than relying on conventional repair imagery, such as wrenches and tools, I explored more conceptual visual language that could capture the duality of the business: repairing technology to extend its lifespan while making devices accessible through resale. Drawing inspiration from motherboard circuitry, electrical pathways, and symbolic forms, I explored ways to translate these ideas into a distinctive identity that represented both sides of the business without limiting the brand to a single service.