DeWinter Communications, Inc.
Case Study on Re-branding

The Scenario:
Construction company faces 20-year anniversary;
needs graphic identity “face lift”
This mid-sized Colorado-based construction company was planning to construct a new headquarters building to coincide with the company’s 20-year anniversary in 2005. And the company founder felt that it was time to give the company a fresh new graphic identity. In addition, although the current company name reflected a partnership scenario, the company president had served as sole owner for more than ten years.

The Solution:
Implement a branding assessment before developing new designs;
re-name the company prior to implementing a new graphic ID
DeWinter Communications, Inc. developed a series of branding questions and interviewed both the in-house staff and a dozen hand-picked customers. After the interviews were done, we presented an assessment of the current brand, and recommendations for specific branding shifts, as well as tactics and programs to support the branding shift. We also recommended that the company adopt a new name that more accurately reflects the company ownership. As part of the branding interviews, we also asked customers about the images that they associated with the company’s core essence – which was integrity. The graphic designer was briefed extensively about desired branding shifts and the core essence of the company.

The Result:
A beautiful and thoroughly strategic new graphic design
One of the images customers associated with integrity was Ben Franklin, and his quill pen signature. With that in mind, the designer developed more than 20 logo options, including one that included a quill pen-like signature of the company owner. This ultimately became the final design, and the color palette included an antique copper (for the historic aspect), deep red (to mirror the rusty red girders used to construct buildings) and a deep blue (to imply the blue Colorado skies and the company’s local ownership). The designs were incorporated into a direct mail campaign, business letterhead, the Web site, and truck fleet and building signage.

The Nugget:
When pursuing a new corporate identity, branding research is one of the best investments a company can make if they want a truly strategic new graphic ID.