A construction brand has a harder job than almost any other. It has to look right at six metres on a hoarding, at 30cm on a vehicle door, at 5cm on a hi-vis vest, and at full bleed in a CGI render. Most brands fail at least two of those tests.
Design for the worst-case application first.
We design for the smallest, dirtiest, most punishing application (usually a vehicle livery in poor light or a hi-vis chest panel) and work upwards. If a brand survives that, everything else follows.
Strategy before logo, every time.
A logo without strategy is just a shape. We start with positioning workshops: what does the firm believe, what kind of work do they want more of, who do they need to be famous to? Only then only then do we touch the design.
"The cheapest brand to build is the one you build once. The most expensive is the one you keep redoing every five years."
Roll-out is where most brands die.
An identity that doesn't get rolled out properly may as well not exist. Hoarding wraps, vehicle livery, hi-vis spec, document templates, hoarding artwork, presentation decks, photography style, all of it has to land at once. We project-manage that roll-out as carefully as we design the identity itself.
