VanDerLaan Builders

Brand identity design, web design, COLLATERAL

When designing the brand identity for VanDerLaan Builders, my goal was to create something more modern and memorable than other local building companies. Many competitors have traditional-looking logos and visual identities, as it is common for these businesses to get handed down from generation to generation and the original logo sticks around.

The key characteristics used for designing the brand identity were: authentic, informative, friendly, and experienced. I created a logo and combination of flexible visual elements that work together to provide an explanation of what VanDerLaan Builders stands for. It was important to make the visual identity appealing to ideal clients, but also communicate the mission and values of the brand. This was achieved by using a bold, rigid header font, clean lines in the icons, clear hierarchy in text, and carefully selected colors that suggest a rugged but refined appearance. Throughout all of the visual elements, the design style indicates professionalism while still being casual and approachable.