Branding
That ADU
Role
Designer / Art Director
Start
September 2021
Finished
N/A
01.-
Context
About That ADU
A construction company based in Southern California, their brand and positioning are clear. To make construction affordable again, with prices skyrocketing out of control in recent times.
The Challenge
When Peter Moore the CEO of That ADU came to me, his main concern was trying to differentiate from all the other contractors and firms in the area. So many of them try to give off a sense of luxury and ultra-modernism, which is great, but for most people not attainable. He wanted something that felt just as sleek and modern but also distinctive enough to stand out.
02.-
Approach
Simplicity is Key
We drew inspiration from construction goods companies such as JCB and Caterpillar and gave them a slick and minimal feeling. We felt that by sticking to a color scheme that felt more typical of the building industry it would make the brand feel more trustworthy, a necessity given the brand's infancy.
Creating a simple lockup for the logo, consisting of the wordmark and logomark side-by-side felt structural enough to double down on the construction look and feel. The logomark is a simple but effective icon which alludes to a roofline and again the simplicity of it speaks to the utilitarian nature of the brand.
03.-
Conclusion
Results
Set to launch the website later this year, the brand should be in good stead with a visual identity system that can be applied easily across their web presence and on their printed materials such as business cards and letterheads etc. Updates to follow.