Groundbreaking brand presence

The Challenge
Groundbreaking, a service-disabled, veteran-owned construction business, had hit a growth plateau. To break through and elevate its presence in a competitive industry, the company needed a reimagined brand that reflected its core values of grit, family, and integrity. In addition to a new visual identity, Groundbreaking required a refreshed digital footprint, including social media rebranding and a company video, to better engage with clients and communicate its values online.

My Role
As the lead designer, I collaborated closely with Logan, the owner, to bring his vision to life. My responsibilities included designing the new brand identity, rethinking their digital presence, rebranding their social media platforms, and creating a compelling company video. The goal was to craft a cohesive, impactful brand story that resonated both offline and online.

The Approach

Understanding the Brand’s Essence

Partnered with Logan to uncover the heart of the brand—its veteran heritage, family values, and the rugged determination that defines the heavy construction industry.

Ensured the brand’s visual and digital transformation aligned with the practical needs of the construction space while telling a powerful story.

Logo Design Evolution

Initially designed a bull logo to symbolize strength and determination, pivoting to a bison based on Logan’s suggestion to reflect the local landscape.

Crafted the bison with a head-down stance and a lightning bolt to embody impact, energy, and the ethos of "getting it done."

Digital Footprint Overhaul

Redesigned Groundbreaking’s social media presence with updated branding, consistent visuals, and a content strategy to enhance engagement.

Developed templates and design systems for ongoing social media content creation, ensuring a polished and cohesive online identity.

Company Video Production

Used AI tools and Premiere Pro to produce a quick but impactful company video, highlighting Groundbreaking’s values, team, and project expertise.

Created a narrative that celebrated the company’s veteran-owned roots while showcasing its construction capabilities.

Strategic Color Palette

Selected a high-visibility green for consistency across clothing, vehicles, and signage, ensuring safety and brand recognition.

Balanced the bold green with earthy tones to ground the brand in the construction industry’s aesthetic.

Brand Messaging

Developed messaging that emphasized Groundbreaking’s grit, family values, and veteran pride, differentiating them from competitors.

The Solution
The revamped Groundbreaking brand and digital presence delivered a cohesive identity across all platforms:

Logo: The bison with a lightning bolt represented strength, resilience, and impactful results, perfectly aligned with the company’s ethos.

Digital Transformation: A redesigned social media presence and polished company video enhanced Groundbreaking’s online visibility and engagement.

Color Palette: High-visibility green provided consistency across all materials, ensuring brand recognition on job sites and in marketing.

Messaging: Unified the brand’s voice, emphasizing veteran values, family pride, and construction excellence.

The Outcome

Elevated Brand Recognition: The bold new logo, refreshed digital footprint, and consistent messaging created a distinct and professional identity.

Enhanced Online Presence: The updated social media profiles and video content increased engagement and effectively communicated the brand’s story.

Increased Visibility: High-visibility branding ensured Groundbreaking stood out across platforms, job sites, and marketing materials.

Team and Client Pride: The rebrand instilled pride within the team and resonated with clients, laying the foundation for growth.

Reflection
This project demonstrated how strategic branding, paired with a strong digital presence, can drive growth and differentiation in a competitive industry. By aligning design, messaging, and digital storytelling with Groundbreaking’s unique values, we created a cohesive and impactful brand that resonates both offline and online.