Project Brief

MacPherson Construction & Design started in 1983 with something unique, offering design and construction under one roof. Since 1983 they’ve designed and built over 150 waterfront homes, with more on the way. The caliber of products they produce are $1,000,000+ and the owner wanted the brand to be elevated to this level.

Research & Inspiration

I compiled a document of competition locally and nationally so that I could present the client with the branding of their competitors. This helped determine what styles of logos, the client preferred before starting any sketching.

I was able to visit one of the homes to experience the design of the product in person and collected photos of many other completed homes for inspiration to color, lines, and shape.

The client wanted a brand that reflected both the construction and design sides of the business. A logo that was designed, clean, modern, and memorable.

Process

I sketched dozens of logographic icons and narrowed it down to a core set of 5 options to present to the client.

Due to time restraints, the client requested to move right to digital comps. I quickly took my sketches digital, tweaking the designs a bit and adding some color options.

The client love all of the options but ultimately selected one option to more forward into the refinement stage, to add a bit more ‘design’ detail into the icon. I used different architectural design techniques to show variety.

I added additional options to the color palette and typefaces already in the logo and designed a short guide. The client wanted a basic framework they could use for other projects with their in-house team. View style guide here.

The client also requested business cards which were approved in the first round of design.

The client was so pleased with the outcome that they requested Art Direction for their existing website that was being built by a third party, as well as any other branding tips that I could provide.