Context
Project 96 is a family-owned company built on trade, service, and firsthand jobsite experience. Jeff and Heather Loy both come from multi-generational trade families — Jeff's father founded a commercial electrical company, and Heather grew up around millwrights and union tradesmen. After serving in the U.S. Army as a Humvee mechanic, Jeff completed an IBEW apprenticeship, spent over a decade doing electrical testing work, and eventually oversaw crews, compliance, and safety as a utility supervisor. Heather's path ran through small business — an embroidery storefront she built from the ground up.

Opportunity
Together, Jeff and Heather saw a gap: an industry where flame-resistant apparel was treated as a compliance checkbox rather than a product people actually wanted to wear. Their combined experience — his on the jobsite and in safety leadership, hers in building a trusted small business — put them in a rare position to build something better from the ground up.

Problem
The category was fragmented. Vendors were inconsistent, quality varied, and ordering processes made an already demanding job harder than it needed to be. Crews needed gear that held up and felt right; safety teams needed a program they could rely on without juggling multiple suppliers and systems.

Solution
Project 96 was built to be different — trade-born, service-driven, family-run, with gear crews actually want to wear and a managed program safety teams can trust.

That same intentionality shaped the brand itself. Since Jeff is a retired Army veteran, it was important that the logo paid homage to his time in service while standing out in Project 96's niche of the market. The winning concept blends the US flag, the stencil type of military lettering, and a subtle nod to electricity — each element tied to who they are and who they're building for. The accompanying design system includes a suite of grid icons representing elements relevant to the trade, with every piece designed intentionally to speak the visual language of the industry.