Richie Rich Services
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Richie Rich Services

In 2015 an air conditioning and refrigeration contractor working Miami-Dade and Broward needed everything: a mark, a website, and a van people would remember. I designed all three, and I built the website twice.

The mark

I drew three concepts in April. The one that won is a cartoon technician with an oversized wrench over his shoulder. He’s standing next to the tool an AC technician actually carries, a refrigerant manifold gauge set. On May 6 I photographed a real one, and three days later I’d redrawn it as flat vector.

The Richie Rich Services mark: a cartoon technician with an oversized wrench over his shoulder, the manifold gauges beside him, and the name in slab caps over a brush script
The finished mark. The type didn’t change across the three concepts: the same slab caps, the same brush script under them, from the first file to the last. The gauges next to him are the drawing from the photograph.

The van

There’s one photograph of the finished van, taken in June 2016. White Chevrolet Express, ladder rack, blue vinyl, the technician and his gauges on the sliding door and the phone number big enough to read from another lane.

The finished Richie Rich Services van, a white Chevrolet Express with a ladder rack and blue vinyl
June 2016. The gauge drawing ended up on the sliding door at roughly life size.
The manifold gauges on the van's sliding door: two dials, a brass body and three hoses
The gauges up close, about eighteen inches wide. Two dials, a brass body, three hoses in blue, yellow and red.

A real object, photographed, traced, and then driven around two counties for years.

Two websites

I built the first site in April on WordPress, with an off-the-shelf theme. It launched with the runner-up, a condenser fan blade in a blue disc, while the mascot wasn’t finished yet. The mascot replaced it in May.

The first Richie Rich Services website: a white menu bar with the small logo and the phone number in a blue box, then the mascot lockup in white over a blurred photograph of condenser fan grilles, with Learn More and Get A Quote buttons
The WordPress site that fall, with the mascot in place. The theme was Zerif Lite, a free one-page theme, and I added the phone number box to its header. This view was rendered again in 2026 from an archived copy.

By December I’d thrown it away and rebuilt the whole thing by hand in Classic ASP. Twenty-nine files instead of nearly two thousand. A quote form. A blurred crop of another gauge photograph from May 6 as the hero image, and the van design itself on the About Us page.

Two images side by side. Left, the Fireworks comp: the logo at top left, the phone number in large white type at top right, four empty rounded tabs and a blank white panel on a blue ground. Right, the finished home page in the same frame: the logo, a 24-hour phone number, four labeled tabs, How can we help? in white over a blurred photograph of the gauges, and boxes listing the service area, the services and the credentials
Left, the Fireworks comp for the rebuild, saved November 30, 2015. It’s only the frame: the logo, the phone number, four tabs and an empty panel. Right, the home page that went live inside it in mid-December, rendered again in 2026 from archived copies.
The rebuilt site's quote form: fields for first name, last name, email address and phone number, a menu for the type of inquiry, a box for details and an orange Send Quote button
The quote form. Each of the three buttons on the home page opens it with the type of inquiry already picked.
The van design on the rebuilt About Us page: an all-blue van with the mascot, the gauges and the name lettered in white and light blue
The van comp on the About Us page, painted all blue. The finished van is white, with blue vinyl.

The story behind it →

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