Brand Identity
Lasting Structures: Building a Sustainable Brand in the Pacific Northwest, and beyond.
Project Overview:
Lasting Structures, a Delaware LLC with their corporate office in the Pacific Northwest, approached GRAPHtography, to establish a strong corporate brand identity to be used across their national branding efforts. Specializing in the management of ICF (Insulated Concrete Form) construction and concrete projects, Lasting Structures needed a brand that would resonate with developers and investors in the market, known for its focus on innovation and sustainable building practices.
Challenges:
The key challenge was to create a brand that effectively communicated Lasting Structures' expertise in ICF construction, a niche building technique, while also appealing to a broader audience interested in sustainable and ultra lasting development. Additionally, the brand needed to establish itself within the already competitive corporate landscape.
Solutions:
GRAPHtography developed a strategic corporate branding approach that focused on:
Brand Consistency Across Locations: While maintaining the core brand elements of "Lasting Structures," subtle adjustments are made to reflect different regions, across the US.
Modern & Sustainable Design: The logo and color palette were created as a base for brand consistency and recognition, but marketing materials incorporated local specific imagery and language to showcase local sustainable construction projects.
Targeted Messaging: Messaging and visuals are tailored to region specific development needs, emphasizing the energy efficiency and durability of ICF construction in the region's climate.
Comprehensive Brand Guidelines: A brand guidelines document ensured consistency across all marketing materials, including signage, investor decks, sales presentations, business cards, digital business cards, flyers, brochures, and the upcoming website.
Results:
The brand identity for Lasting Structures has been well-received by potential clients and industry professionals. The targeted messaging effectively communicates their expertise in sustainable ICF construction within their markets. The local touches establish a connection with regional audiences, while the established brand elements ensure brand recognition. This cohesive approach positions Lasting Structures as a strong contender in the competitive construction development landscape.
Key Takeaways:
This case study demonstrates the importance of strategic brand adaptation for businesses expanding into new markets. By understanding the target audience and incorporating local elements while maintaining brand consistency, Lasting Structures has successfully established a strong corporate brand identity.
