Active Estimating: Brand and Marketing System

Active Estimating is a full-cycle cost intelligence platform for the construction industry: owners, architects, general contractors, and trade partners who need accurate cost data from concept through closeout rather than after the budget has already broken. The product is validated on more than $11B in projects. The brand assets had to match that weight.

Working around an existing logo. The mark stayed. What I built around it was a refined palette and typography system that gave the brand the consistency it was missing. Tighter, more intentional, and able to hold across every surface the platform appears on. Keeping a client's logo and fixing everything else is often the right call, and it is usually a harder brief than starting over.

The marketing set covers day-to-day communication. Editable social templates for Instagram, LinkedIn, and Facebook let the team produce on-brand content without a designer in the loop. Icon sets and panoramic visuals complete the social surface. HTML email signatures carry the identity into business correspondence, so the brand reads consistently whether a prospect meets it on LinkedIn or in their inbox.

Sales. A pitch deck aligned to the updated system gives the team a real tool for conversations with owners, architects, and contractors, an audience that reads credibility through presentation quality before engaging with the product.

The website in parallel: structured, conversion focused, and built for a B2B audience making high-stakes decisions.

The result is one visual system working across marketing, sales, and web.

Timeline: 3 weeks. Year: 2026. I led the brand and marketing system.