Identity Reno.

Project Details: Completed 2013

  • Client: R. Gottwald Construction
  • Industry: Residential Construction
  • Solutions: Brand Audit, Rebranding, Identity Design, Logo Design.


Actions do speak louder than words. Still, their original identity was causing an adverse impact on their image, even with the high level of craftsmanship of this builder's work.

Project Brief

Well established and highly acclaimed custom residential framing company, sought after by many contractors and developers, R. Gottwald Construction (RGC) tends to dedicate all of their time on perfecting clients' dream homes rather than their brand.

After a push from a developer they were working with, RGC reached out for a renovation of their identity.

Our Approach

Beginning with a brand audit, we focused in on the strengths which could be imbued through their identity, as well as the opportunity that the rebranding can give RGC. This provided the foundation for crafting the identity.

When discussing with RGC what they were looking for in their new identity, they wanted to push continuity from their old brand. This was done by sticking with the traditional construction colours of black & yellow, which was also part of their original identity. They also wanted the logo to be easily applied in many different ways, including spray paint stencils; this obviously put specific constraints on the design elements possible.

With the creative brief developed, it was off to countless sketches & iterations until we settled on a modern monogram-style primary logo, with a secondary mark utilizing the full name.

    Key Identity Themes:
  • Continuity from old logo (i.e., colour & triangle)
  • Useful for varied applications (size & material)
  • Focus on modern, masculine, and structured elements

Traditional identity deliverables such as a digital style guide; one, two, and reverse colour logos; as well as stationary and business cards were crafted.

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