Edifice delivers storage sheds, tiny homes, and small structures with character to residents in New Mexico and the Great Southwest. Over a few months, we helped them establish a brand identity that felt familiar yet differentiated them from an ever-increasing field of competitors.
Without an existing brand identity in place, we set out to unearth a meaningful story that would guide the project. Practically, our goals were to develop something that felt New Mexico in-nature, communicated uniqueness but familiarity, and was easily ownable by the team. We dove in, starting with the logo.
We designed 22 logo concepts in various styles and compositions. Initially, the team wanted to take a minimalist approach, but we quickly shifted directions after an initial round of audience feedback made it clear that the route felt too impersonal. We went back to the drawing board and spent a little more time uncovering their vision before a more contemporary concept clicked.
The thumbprint inside the house represents Edifice’s dedication to making more than structures. It represents their focus on people over profit and communities over conversions. In short, the thumbprint represents humanity in every aspect of their work. It’s a simple, versatile element that helps a simple house illustration permeate meaning into every aspect of their brand.
To cap off the logo, we delivered a set of guidelines to help the team stay consistent as they fully owned this brand and took Edifice to the streets. These Visual Identity Guidelines defined various elements of the brand:
- Primary, secondary, and tertiary logo marks
- Primary and secondary colors
- Heading and body fonts
- Usage guidelines
In essence, while there was a significant physical brand reputation, there In this project, the logo set the stage for essential business collateral. We delivered personalized business cards and a fully-optimized email signature for each of their team members.
We also designed a cast-iron badge that Edifice will nail to each of the structures they build, reinforcing the personal-touch that flows through everything they do.
Business Is Personal
Here at Structure, we align closely with Edifice’s approach to business and relationships. It’s a very human, personal approach. Our goal is to make everything about the client and use our skills to benefit them, first and foremost.
The relationship continues and we’re looking forward to partnering with Edifice to see their unique story unfold.