The Brief
Toronto-based renovation company needed comprehensive brand identity for large-scale renovations and house flipping. Client lacked clear brand direction and vision. Challenge was defining brand personality and creating versatile identity system for diverse applications from truck wraps to business cards.

The Process
Started with strategic discovery sessions exploring 5-year vision and medium preferences. Conducted industry knowledge audit and competitive analysis. Developed three logo concepts using serif typography for reliability, wood grain texture as subtle "SSR" abbreviation, and warm earth tones emphasizing craftsmanship.

The Solution
Created timeless brand system balancing modern aesthetics with classic reliability. Logo features monochromatic palette suitable for construction industry with versatile applications. Wood grain pattern serves as primary brand element across all touchpoints. Identity successfully conveys futuristic vision while maintaining industry authenticity and recognition.