What
Brand Refresh
Role
Product Design Intern
Industry
Construction
Tool
Figma, Adobe Products
Timeline
10 Weeks, Summer 2024
PROJECT OVERVIEW
Redefine the brand’s direction with brand documentation, print, graphics, and website to better align with two core audiences
PROBLEM
Bring a local business into the modern era
Selected for a co-op position to redesign a local construction company, I worked closely with Bonnie (Marketing), Gail (CEO), and the sales team to deliver work on tight timelines.
Research was a continuous process as I sought to understand users, market conditions, and business needs. As the sole designer, I took full ownership of the brand — balancing creative exploration with the responsibility of delivering a clear, effective identity.
Over ten weeks, I developed a comprehensive brand system that culminated in a website design prepared for future dev handoff.
This experience expanded my practice across multiple design disciplines and reinforced the importance of designing with empathy and clarity. Iterating quickly and supporting Gail by breaking goals into structured tasks with clear milestones strengthened my ability to think strategically and communicate design decisions. I’m deeply grateful to this small, family-like team for the mentorship and trust that shaped how I approach user-centered design.
Refining, not redefining
Summarizing choices with the base of the brand: color + logo
LOGO
The same, but different
Supporting colors = different product spheres
Overall, Gail still wanted to keep the same design of her father's mindset of the company. We kept things mostly the same, just a little easier on the eyes.
COLOR
Cool Blue
Supporting colors = different product spheres
Their main construction is in cooling down buildings so we chose a stoic blue, but they also have products that save energy and retain heat, so green and warm reds/oranges were included as supporting brand colors.
Pantone only
Because a lot of their work includes paint, we centered their color system around Pantone colors.
WEEK 3-6
Print + Graphics
Print and Graphics were the next touchpoint of this company.
Their revenue revolved around print -> lots of building owners of schools and municipalities, like superindendants, mayors, or city councils preferred the "old school way of doing things" as Jon (sales rep) said.
Because of this, we stuck to a 3 week schedule for a booklet, letters, cards, and business cards, all of which would be wrapped up in a package to drop of at different locations.
All of the work had to work together and stack well together.
A working sales kit
Designing the information of print to work well together, and on its own
PRINT_1
Booklet
Showcase all our skills and expertise
We emphasized our position as a small yet expert Ohio-based business, one of the only teams offering a fully integrated process from design to installation.
Prove to contractors why we're a good fit
Knowing that contractors value how uncommon it is to work with a company that manages the entire process, we intentionally built a benefits section showcasing streamlined workflows, reduced paperwork, past client experiences, and funding support.
Outer + Opening Panel
One of their key taglines
Inner +Side Panel
Starting every sentence with a verb!
What can I (the customer) get?
PRINT_2
Leaflets
Quick information for anyone with a budget
Think superintendents, mayors, anyone who needs to scan the best benefits and bang for their buck.
Specific and Universal appeal
We created several Project Spotlights highlighting past work designed for specific environments like schools with priorities around security, durability, and low maintenance through winter break and summer months, alongside broader prints with more universal appeal.
PRINT_3
Basic Specs
Ready information for anyone wanting to build
Think contractors who want to understand the product. This is great because contractors will pick the best option for their client.
PRINT_1
Business cards
For conventions and government contracts
Every year, Capitol goes to many sales conventions for municipalities and government contracts. Business cards were essential.
WEEK 6-10
Website
The website was the final project for the company.
It was designed to be templatized, with simple layouts that would be easily and quickly replicated. There
the conclusion
I learned so much from these ten weeks and I'm grateful for the opportunity to create hands-on products and produce real change for the company! Gail and Bonnie gave me so much trust in this project, and I am forever grateful they chose me to see their new vision through.
Thank