Not just another plumber
Beakbane is a Toronto branding agency. We specializing in brand strategy, communications, and graphic design in print, web, and package design.
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Not just another plumber

Most plumbers attempt to out-claim their competitors; “fast service…24 hour… 24/7… outstanding… expert… guaranteed” and so on. In the case of Park Lane plumbing we chose to make the most of their long record of working in high rise buildings in Toronto.

Look at the skyline in Toronto and you see condominiums popping up everywhere. Plumbing in condos requires a specialized set of skills so we positioned Park Lane as different from other plumbers – and superior: “Toronto’s leaders in condominium plumbing.”

Park Lane is a family run company – by the Covellis. We wanted to capture their pride in the business and make the most of their awesome customer reviews online. The resulting website helps Park Lane stand out from all other plumbers.

The strategic positioning of the company and design that communicates the corporate essence results in a site that is distinctive and emotionally appealing. Emotional appeal is the soul of effective brand building and a functional, easy-to-use site turns the good feelings into sales.


The website before the re-launch with not much to differentiate Park Lane from other plumbers nor communicate their pride.

Park Lane’s competitors all attempt to out-claim each other. But this approach does little to convince the audience that the claims are true and the plumbers trustworthy.