Brand & Communication · Design-Build
A husband-and-wife team wanted their brand to reflect their combined expertise and their multi-award-winning work — in one of the most competitive design-build contracting markets in the country. We built the brand platform, invented the mark, and produced the identity system top to bottom.
The Ask
Jeff and Katie Bullard had built a boutique general-contracting firm that was winning awards and turning heads in Austin's ultra-competitive design-build market. But the brand around the work didn't match the work itself — the visual identity was generic, the story wasn't sharp, and the touchpoints didn't hang together.
The refresh needed to do three things at once: articulate what made Avenue B distinct, invent a visual signature that could scale across print and digital, and produce a system flexible enough to grow with them.
The Approach
Market research to understand the buyer. Personas to represent the key customer types. Mission, values, and vision written down so the brand could be defended in a room. A positioning statement — and the tagline that fell out of it.
A range of conceptual and visual explorations. Narrowed, refined, produced. Delivered as a repository of assets and usage guidelines for every context Avenue B would ever need — print, digital, monochrome, small-scale, ultra-large.
A comprehensive visual language: typography, color palette, graphic elements, and the rules for how they compose. Not a mood board. A system Jeff and Katie's team could actually use to make new things without breaking the brand.
Business cards, stationery, window signage, print advertising that drove people to the site. The system wasn't finished until it was walking around Austin doing the job it was designed to do.
Sophistication that matches the craft.
The design brief that governed every decision
The Outcome
What Made It Work
A logo without a platform is decoration. We wrote the mission, the values, and the positioning before drawing a single mark — so the mark had something to stand for.
Delivered the rules alongside the assets — and built a custom WordPress CMS so Jeff and Katie's team could keep their website fresh without calling the design partner every time they wanted to publish a new project.
The rebrand earned accolades from the industry and beyond — features in Austin Home Magazine, Tribeza, and more. A brand that stood up next to the craft, and got noticed for doing it.
Selected Artifacts
