Earthy & Trustworthy Brand Refresh
INDUSTRY: Home Services / Construction
SERVICE: Brand Identity + Squarespace Web Design
We partnered with a woman and LGBTQ+ owned general contracting company based in Portland, Oregon to develop a full brand refresh and a new Squarespace website. The client wanted their visual identity to feel warm, grounded, and family-oriented, something that could stand out in a traditionally male-dominated industry while still reading as professional and trustworthy.
We built out a moodboard around the concept "Earthy and Trustworthy," pulling in natural textures and a soft, approachable palette of terracotta, soft pink, sage green, deep brown, and cream white. From there, we developed a clean wordmark logo featuring a small leaf detail, paired with Instrument Serif for headers and Epilogue for body copy, a combination that gave the brand an elegant, editorial feel without losing warmth.
That identity carried directly into the website design. The homepage opens with a moody, textured hero image of work-in-progress tools and timber, layered with elegant italic display type, while a soft pink navigation bar and scrolling brand ticker tie the color palette together throughout the site. The Services page follows the same visual language, using full-bleed photography, curved section breaks, and a video gallery of recent projects to keep the experience feeling personal and current. Client testimonials, team photos, and behind-the-scenes project content rounded out the build, giving the brand a website that felt as genuine and hands-on as the company itself.
