Founded in 2020, Highland Building Co. (HBC) required a complete brand identity developed from the ground up. As a new provider of construction services for both high-end residential and corporate structures in the Central Oklahoma area, the brand needed to instantly convey trust, enduring quality, and regional authority to a diverse clientele.

Strategy: Building an Enduring Foundation

My strategy, starting at the initial stages of the company's creation, was to develop a brand that felt established and reliable—not new. The identity needed to be:

Classic and Structural: Use timeless design principles that align with the permanence and integrity of the construction industry.
Scalable Across Physical Assets: The visual identity had to work seamlessly across large-scale physical applications (truck wraps, hard hats, construction fencing, signage) and digital platforms.

Creative Execution

I was brought on as Creative Director to lead the development and definition of the Highland Building Co. identity and visual system.

Core Visual Identity

We engineered a structural brand mark utilizing clean, geometric lines to symbolize stability and precision. The color palette was defined by deep, sophisticated blues and rich grays, paired with a classic serif and modern sans-serif typeface to balance tradition and professionalism.

Brand Guidelines & Asset Deployment

I formalized the comprehensive Brand Guidelines, which dictated usage rules for the logo, typography, color codes, and visual hierarchy. A critical component was developing the specifications for large-format physical assets, ensuring color consistency and design integrity from digital files to final vinyl application on vehicles and job site signage.

Photographic Style

We defined a photographic style that emphasizes the craftsmanship, focusing on strong angles, natural light, and the quality of finished materials rather than generic stock imagery, further enforcing the brand's premium positioning.

Impact & Results

The new, cohesive identity provided Highland Building Co. with immediate market distinction upon launch. The structural and professional brand framework successfully established trust with clients, enabling the company to secure initial high-value corporate and residential contracts in a competitive market. The identity system proved robust and easy to deploy, facilitating rapid, consistent growth across the Central Oklahoma region.

Art Direction

Brand Identity