After nearly fifty years in business, Smith and Pickel Construction found itself at a crossroads. An internal audit revealed serious challenges in company branding. It became clear there was a growing disconnect between public perception and the company’s business philosophy. In the modern era, it needed a name and brand that reflected a more refined, upscale, state-of-the-art business model. Something more luxurious. More aspirational. So, we got to work.
In the ten years leading up to its re-brand, the company attracted clientele of increasing sophistication. They were interested in large-scale urban projects of increasing complexity and grandeur. This demand in the marketplace required a new way of doing business – one including a diverse cast of stakeholders in the process. The firm needed a new name and brand that reflected this collaborative philosophy.
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After extensive brainstorming and exploration, we delivered a brand and website to lead the company into its next phase of growth. The new name, Quad Construction, represents the four most important participants in the design-build process: property owner, architect, contractor and community.
Those stakeholders are represented by the four corners of the yellow square in the logo, an element that pays homage to the company’s historic brand identity. The square is encircled by a green “C” representing renewal and forward motion. Together, these elements form the “Q” in “Quad” – a union of the company’s rich legacy and its vision for the future.
Aesthetically, the website and design elements are minimalist, consisting of elegant line work and lavish negative space. The minimalist design draws attention to the company’s stunning architectural portfolio, letting the work speak for itself. A geometric font completes the total package. The result is a clean, visually stunning brand that’s worthy of one of the top architectural firms on the planet.
The project caught fire in the local press. Shortly after we unveiled the new brand, it landed on the front page of a prominent business publication. The story generated tens of thousands in earned media for our client, putting them on the radar of their most valuable audiences: investors and developers. The story sent significant traffic to the newly upgraded website. In the first week alone, the site saw a 56% increase in organic traffic.
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