DockTail approached me with a fun idea: make us look nothing like what we do.

As strange as it sounds, I think this is one of the most exciting creative challenges. When branding a business, the primary objective is usually to communicate what it does. But what happens when you deliberately take that away?

After a few days of brainstorming, experimentation, and using Curative Intelligence, I arrived at these two concepts.

One is ALL CAPS, the other is all lowercase. Both carry the same personality, but express it through two entirely different approaches.

Now I'm curious: Which one do you like more?

What makes a construction brand feel trustworthy before you ever meet the team? For Brix Construction I built the full identity: logo, guidelines, stationery, signage, website design and a 61 second showreel, all around one promise, precision in construction. Deep green, black and off white, one grid, one voice, from a hard hat to a rooftop billboard. The detail that holds it together is restraint. One accent colour, used sparingly, and one grid repeated everywhere, so the brand reads as organised and careful at any size. Which touchpoint do you judge a builder by first, the website, the signage, or the paperwork? Tell me in the comments, or message me if your own brand needs that same level of trust. #BrandIdentity #ConstructionBranding #WebDesign #MotionDesign

Excellent presentation and outstanding brand identity design! The concept is well explained, and the entire construction branding looks professional, cohesive, and thoughtfully executed. Great work! 👏🔥