My Role

• Logo adaptation & color selection

• Brand voice & messaging development

• Target audience research & competitive analysis

• Visual identity design

• Web Design

• Work completed under the direction of Brainspin

Note: The original logo was not created by me. My role was to adapt the existing mark for their new construction division, preserving brand cohesion while giving the identity a distinct focus on commercial contracting.

Reflection

This project gave me valuable experience adapting an existing brand to fit a new business division while ensuring cohesion, clarity, and relevance. I enjoyed diving into research to better understand the client’s audience and positioning, and I gained insight into building brand strategies that balance technical industries with compelling visual storytelling.

Project Overview

Diamond Ridge Construction is the sister company of Diamond Ridge Development Group. I was tasked with updating the existing logo to represent the new branch while maintaining brand consistency. My role focused on refining visual identity, expanding brand messaging, and supporting strategic positioning within Utah’s commercial construction market.

Objectives

• Maintain consistency with the parent brand while distinguishing the new division.

• Establish a tone and aesthetic that reflects construction-specific services.

• Improve market positioning and search visibility.

• Highlight full-service capabilities. (from tenant improvements to emergency remediation)

Target Audience

Primary Clients

Commercial property managers

Facility directors

General contractors and developers

Key Concerns

Reliability, speed, cost-efficiency

Emergency responsiveness (fire, flood, mold)

Code compliance and specialty trade knowledge

Where They Search

Google (construction-related SEO terms)

Industry referrals and networks

Competitive Insights

Through SEO and competitive analysis, I studied how top-performing local construction brands present themselves online. I identified opportunities in:

Clear service offerings

Strong visual presence (photo galleries, logos, CTAs)

Trust builders like certifications and reviews

Simplified navigation and mobile-friendliness

(Top competitors included Master Roofing Utah, Bighorn Roofing, and IWC Roofing)

Brand Voice & Messaging

Voice: Professional, trustworthy, and technically skilled—yet approachable. Tone: Solution-focused, steady, and dependable.

Key Messaging Themes:

“The Diamond Standard in Commercial Construction”

“From Roofing to Remediation, We Build With Excellence”

“Reliable, Fast, and Built to Last”

Calls to Action:

“Request a Quote Today”

“Emergency Remediation? Call Now – 24/7 Service”

“See Our Work – Explore Past Projects”

Orangey Yellow

ffb40b

cfd9e4

Granite

808080

Dark Cerulean

104378

e6e6e6

708eae

9fb4c9

406993

fff0ce

b3b3b3

cccccc

a0a09f

ffc33c

ffd26d

ffe19d