McHugh Construction: Brand Enhancement Project

A legacy construction company with over 127 years of history, James McHugh Construction Co. bridges the gap between traditional craftsmanship and modern innovation through their high-profile projects across Chicago and the Midwest. Their portfolio encompasses high-rise buildings, multifamily developments, hospitality venues, and adaptive reuse projects that have shaped the city's skyline.

When McHugh's new president sought to expand beyond Chicago into suburban and nearby markets, they faced a delicate balancing act. The established brand needed fresh elements while preserving its valuable legacy and reputation. With a more youthful, risk-taking vision for the future, they needed a partner who could:

Develop a new tagline that embodied both trust and innovation

Create supporting vector artwork and illustrations for jobsites and marketing

Update their brand guide with a new secondary color while maintaining existing elements

Balance 127+ years of tradition with contemporary visual appeal

Deliver within a compressed timeline of 4-5 weeks

Our engagement encompassed:

Complete tagline development with multiple options and variations

Creation of extensive vector artwork and illustration system for jobsites

Brand guide updates integrating green as a secondary color (symbolizing growth and Irish heritage)

Preservation of existing blue palette and core brand elements

Comprehensive design exploration through mood boards and research

Collaborative refinement through multiple feedback cycles

Our team embraced this challenge through a structured, multi-phase process: First, we immersed ourselves in McHugh's 127-year legacy, studying their portfolio of landmark projects and understanding their core values of trust, integrity, craftsmanship, and professionalism. Working closely with their marketing team, we crafted a visual language that honored their established identity while introducing fresh elements that would appeal to both existing clients and new prospects.

Our implementation followed a structured workflow:

Research & Discovery - Analyzing brand assets, industry trends, and competitor positioning

Tagline Development - Creating compelling options that balanced heritage with innovation

Vector Artwork & Illustrations - Designing jobsite-specific visual elements with strong recognition

Brand Guide Updates - Integrating the new green color palette and documenting usage guidelines

Final Delivery - Providing comprehensive digital assets for immediate implementation

We successfully delivered:

A refined tagline with variations for different applications

Comprehensive vector artwork package for jobsites and marketing materials

Custom illustration system for enhanced brand recognition

Updated brand guide incorporating green as a secondary color

Complete source files in editable formats for future application

Digital implementation templates for immediate use

The enhanced McHugh Construction brand now stands as a perfect balance between respected tradition and forward-thinking innovation. The refreshed visual identity maintains the familiar elements that have earned trust for over a century while introducing contemporary elements that position the company for expansion into new markets.

By successfully navigating the tension between heritage and innovation, we delivered a solution that not only meets immediate marketing needs but positions the brand for its next chapter of growth beyond Chicago.