Nozzle Nolen: Building a Smarter Growth Engine with Overit

Build a System, Not a Campaign

From the start, the work wasn’t framed as a refresh for refresh’s sake. Overit’s approach was simpler. Harder. More opinionated.

What already works? What’s under-leveraged?
And what needs to change so this brand can move faster without losing itself?

That question shaped everything that followed.

Instead of treating creative, media, and sales as separate tracks, we designed a connected system. One where writing, design, motion, placement, and performance all informed each other. One where the brand could show up consistently across channels, but never mechanically. And one where performance data didn’t just report results. It actively shaped the work.

This is where Peanut entered the conversation in a new way.

A Mascot, Reimagined

Peanut the Elephant had always been part of Nozzle Nolen’s story. A recognizable mark. A familiar face. But functionally, he lived mostly on the logo line. Static. Symbolic. Limited in what he could do.

The opportunity wasn’t to make Peanut louder. It was to make him useful.

Through a lengthy exploration process, Peanut was rebuilt from the ground up as a dimensional, poseable character. The first moment he appeared with true depth — feeling three-dimensional, expressive, capable of motion — was a turning point. Not just creatively, but strategically.

Once Peanut could move, gesture, stomp, point, and occupy space, he could finally participate in the work.

The trunk became a storytelling device. The foot stomp became punctuation. The hero pose became a modern, confident anchor for the brand.

Peanut didn’t become the message. He became the messenger: supplemental, supportive, and suddenly essential.

And once the character model was approved, he integrated almost immediately. Into advertising. Into brand expressions. Into a growing system that needed a consistent, flexible throughline.

How the Work Was Made

This work didn’t happen in silos.

Writing & Concepting

Scripts were developed to travel. Concepts were designed to flex across formats, channels, and services, not as one-off ideas, but as modular building blocks. Messaging stayed neighborly, clear, and confident. Never gimmicky. Never inflated.

Storyboarding & Design

Storyboards weren’t just visual previews. They were stress tests. Designers and motion worked in parallel, refining ideas early so execution could move faster later. This process allowed concepts to evolve before they ever hit production budgets.

Motion, Pests, and a Cohesive Visual Language

Peanut wasn’t the only thing brought to life. Entire ecosystems of motion were built around him.

Pests were modeled and animated with the same care: cut, repainted, and rigged so that they could move naturally while maintaining a cohesive look. Whether it was rodents, termites, or mosquitoes, motion became a way to clarify services, not just decorate them.

Behind the scenes, static artwork was deconstructed into layered components, missing areas repainted to preserve form during movement, then rigged in After Effects to behave like poseable characters. The result was animation that felt intentional, expressive, and consistent, even across very different executions

AI as an Accelerant

AI played a role here, but never as the source of ideas. It functioned as an accelerant. A way to explore, iterate, and elevate more ambitious concepts on tighter budgets. It helped storyboards become clearer, motion tests happen faster, and final deliverables punch above their weight.

Judgment stayed human. Taste stayed central. The work stayed grounded.

From Mascot to Measurement

Once in market, the system stayed active.

Paid media was launched, monitored, and optimized. Creative rotated. Messaging evolved. Placement adjusted based on real performance, not assumptions. Local Services Ads, PPC, and digital placements weren’t treated as endpoints, but as feedback loops.

Behind the scenes, we created custom API integrations to help customer service reps properly track leads in PestPac and integrated dashboard tools powered by Tableau. We optimized Nozzle Nolen’s Google Business Profiles for traditional search and new, AI-driven LLM searches. Our paid team took over management of their Local Services Ads and PPC accounts, improving ad performance and providing attribution with tracking from first touch to contract signature. Every asset, from digital to physical, was aligned to drive conversions.

Every part of the machine talked to the others.

Leads Up, Systems Strong, Brand Aligned

With a fresh look, stronger infrastructure, and smarter advertising, Nozzle Nolen saw steadily increasing growth over three years and hit their aggressive revenue goals in 2025. They saw improvements not just in traffic, but in the quality and conversion of leads thanks to a better-optimized sales funnel and clearer performance visibility. The marketing machine now supports the sales team, instead of operating in silos.

And the brand didn’t lose its warmth. It gained momentum. Revenue followed suit.

Why It Lasted

This wasn’t a single campaign moment. It was a turning point that unlocked an evolution.

By investing in systems — creative systems, production systems, measurement systems — Nozzle Nolen built something that could scale without reinventing itself every quarter. The work became faster, clearer, and more confident over time.

That’s the real result.

A brand that can move. A system that can adapt.
And a partnership built for what comes next.