Going beyond the build
As one of America’s largest construction companies, almost everybody understands Brasfield & Gorrie is a builder. The key was helping audiences understand what makes the organization special: the why and the how that sets Brasfield & Gorrie apart from the rest.
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 visual identity represents the reinvigoration of some of their tried-and-true brand elements, including a fine-tuned brandmark, a modern, digitally-focused palette based on their classic blue, and a number of new background elements inspired by the ampersand. It’s a versatile approach that yields a limitless number of layouts which can also incorporate imagery. The precise, radiating linework leverages the principled nature of the brand while speaking to the “beyond” aspect of Brasfield & Gorrie’s work.
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.
To wrap up this ambitious effort, we created a comprehensive set of brand guidelines and led a series of in-person workshops to help their marketing and communications teams steward the brand moving forward.
Thanks to:
Tracey Sibley, Filipp Zyryanov, Meg Burton, and Emily Cannon at Brasfield & Gorrie for trusting us and collaborating so seamlessly.
Credits:
Designed by Reid Parsekian, Stephanie Kim
Animations by Max Prince, Reid Parsekian
Design Direction by Meghan Murray
Verbal Identity by Cam Leberecht
Brand Strategy by Tracy Clark
Project Management by Melissa Kruse
Website designed and developed by Whiteboard