Brasfield & Gorrie

Take a quick look at America’s top general contractors and you’ll see a lot of the same thing—impressive buildings, stat-driven rankings, and messaging that revolves around the word “build.” The big idea? Position Brasfield & Gorrie as the rare company going beyond the build, inviting conversation about the way we work and what makes it different from the rest.

“Going beyond the build” became the guiding light for every aspect of Brasfield & Gorrie’s revitalized brand, complemented by a set of core traits that reflect the genuine and rock-solid nature of the folks doing the building.

The refreshed verbal identity is rooted in the same strategic idea, evolving beyond “build”-centric language to show the heart in everything Brasfield & Gorrie does.

The new brand messages are direct, determined, and principled, delivering big insights in language that feels grounded and natural. More importantly, it’s representative of everyone on the team and the jobsite, abandoning language that feels straight from the corner office in favor of messages intended to resonate with those actually building that office.

Because if a brand is going to stake their claim in the idea of building with spirit, they need an identity modern, brave, and spirited enough to reflect a relentless pursuit of industry leadership.