Behind the Scenes of the Build Brand Design
When Build Construction Management approached us for a rebrand, they already had solid brand recognition with a signature bright green color and bracket logo design. Our task? Expand their existing branding elements into a complete visual identity, with an elevated look to better reflect the caliber of their work. The goal was to create a construction company brand that’s both modern and warm to match the style of Build’s spaces and their client-centered approach. The new brand needed to frame up a wide range of work, from custom waterfront homes to sleek commercial spaces. Here’s a look behind the scenes at the entire process of the Build rebrand.
About Build
Build is an award-winning construction management company with offices in Naples, Florida and Asheville, North Carolina, building everything from custom homes to commercial projects to multi-family communities. Through strong relationships and a collaborative process, they're known for delivering modern, premier spaces built to last.
Step One: A Modern Construction Company Logo
Maintaining the integrity of Build’s bracket wordmark was a key part of our project brief, but we saw an opportunity to polish the composition. We adjusted the spacing around the brackets to match the spacing between the letters within BUILD, giving the logo some much-needed breathing room. This small detail made all the difference.
We then expanded the logo system to include a B icon made up of the clean lines that are a signature in Build’s work. Having this icon allowed us to create a whole set of logo configurations, making the logo system so much more usable and flexible across a wide range of applications.
A Modern Construction Company Logo
We added a B icon into the Build logo system that’s full of symbolism
Luxe Lines: The abstract icon representing an interior with beams, a door, and a window elevates the brand aesthetic and complements the existing logo geometry.
Strong Structure: The lines within the icon are reminiscent of the beams and supports, both seen and unseen, in Build's work. They come together to form a strong and impactful B shape.
Portal to Possibility: The door inside the B icon is a nod to the possibilities working with Build opens, allowing clients to experience unexpected design ideas that make their home unique.
Step Two: Creating a Complete Construction Company Brand Toolkit
Once the logo was refined and expanded into a full system, we moved onto developing a full brand toolkit to further tell Build’s story.
A Luxury Construction Company Color Palette
For the color palette, we knew we needed to expand upon Build’s signature bright green brand color, since it already had so much brand recognition. We brought in sandy shades and a soft neutral blue to appeal to custom home clients building extraordinary waterfront homes in Naples, Florida. These colors bring in notes of relaxed, luxury, coastal living and create a feeling of warmth to match the ease of working with Build.
We also added a strong navy blue that plays off the bright green beautifully. These two colors together feel in-line for a construction company, bringing a clean, modern edge to the palette.
Overall palette reads as the perfect balance of high-end, warm, strong, and professional. It’s appropriate for a construction company and flexible to use—the Build team can lean more into the neutrals for residential clients and the bright green and navy for commercial ones.
Typography for a Luxury Construction Company Brand Design
We took a similar approach to the typography, mixing in new typefaces to create a complete hierarchy that reads high-end and professional, with notes of a relaxed, waterfront living feel.
We included the wordmark font as a heading style for cohesiveness and to bring a bold look that feels appropriate for the construction industry. We brought in a stressed sans serif for the luxury feel in a relaxed, coastal way. A clean sans rounds out the hierarchy; it feels strong and modern, yet approachable to reflect the ease of working with Build.
Custom Brand Illustrations
We then created a set of custom illustrations to represent each of the three types of projects Build works on: residential, commercial, and multi-family. These add personality and memorability to the brand, bringing in a bespoke feel to website and collateral design. The brackets around the icons tie into the Build wordmark, and the overall style is clean, yet beautifully detailed.
Custom Branding Pattern Design
Finally, we rounded out the brand toolkit with a set of patterns. From tissue paper and stationery to office textiles and signage, the patterns create endless opportunities for branded moments. We especially love the tile-inspired diamond pattern that feels fresh, modern, and clever.
The Results: An Elevated Construction Company Logo and Brand Design
From the color scheme to the new B icon, Build now has a complete brand world that tells their story and appeals to their wide range of clients. The brand is both warm and sleek, high-end and bold. It’s the perfect fit for a construction management company that excels at everything from custom waterfront homes to modern multi-family communities to complex commercial projects.
Congratulations to the Build team on this exciting milestone! Follow their latest work on the Build Instagram page.
Ready to elevate your brand?
Book a free brand review with our Creative Director, Kathryn Joachim. During this call, you'll have the opportunity to discuss your specific branding needs and goals, as well as learn more about our signature custom branding process. Whether you're looking to refresh your current brand or start from scratch, Kathryn will help strategize on your next steps to crafting a brand and website that truly reflect the essence of your business.
