Corporate brand refresh and custom website design for one of Ontario’s leading construction firms, Ingenuity.
Ingenuity reached out to our team with the goal of developing a stronger market position in the construction sector. Their team needed a clear and confident voice that matched the scale of their work. Their visual identity no longer reflected who they had become after a decade of steady growth, and their internal marketing workflows were slowed by a website that was difficult to manage and limiting their ability to publish new and engaging content.
We partnered with Ingenuity with a plan to build from the foundation up. We worked collaboratively with their team to refresh, redefine and rebuild the brand messaging and carried this through a refreshed identity system. The new brand was then extended across every operational channel from office signage to vehicle wraps and client-facing communications.
The core of our engagement focused on the design and development of a custom WordPress website driven by strong geometry, simple structure, and a CMS built to remove the friction that had slowed their team for years. The result is a unified brand and digital system that supports long-term growth and positions Ingenuity as a mature thought leader in the construction industry.
Design & Branding Goals
- Strategy brand Refinement – as one of Ontario’s leading construction firms, Ingenuity was ready for their brand to mature and evolve to solidify itself as a leader in the construction industry.
- Brand Messaging – through the thoughtful and engaging presentation of past projects and original thought leadership articles we aimed to guide Ingenuity on crafting a clearer narrative within their space.
- User-Interface Design – our UX/UI design team was tasked with creating a user experience that offered engagement throughout the user journey to present Ingenuity as a leader in the construction industry.
- Custom WordPress Development – to power the beautiful new website and provide the marketing team with complete control over every pixel, a custom WordPress backend would be developed.
- Search Engine Optimization – develop a brand new SEO strategy for the new website by weaving our best-in-class, technical SEO strategies into the website design and development process.
Our Design Process
Discovery
Our initial work focused on understanding how Ingenuity functioned at every level. We held interviews and workshops with leadership, project managers, and marketing staff. These sessions surfaced the strengths that often went unspoken in their existing communication assets. The company excelled at complex problem-solving on a large scale, and its team operated with precision, clarity, and experience. Clients valued their ability to make informed decisions quickly, especially in environments where delays or mistakes carried significant impact. Yet the brand presented the company through a narrow lens, concentrating on services rather than expertise. This gap between perception and reality shaped the strategic direction.
We also examined the competitive field to understand how other firms positioned themselves. Many spoke in familiar language and relied on repetitive, generic claims about quality and reliability. The visual landscape felt similar, and few competitors projected leadership or personality. Ingenuity had an opportunity to present a clearer and more deliberate voice that reflected the company’s experience and unique approachability. This discovery phase gave us the insight needed to reshape the brand from the narrative level through the entire identity system.
Brand Messaging
We rebuilt the Ingenuity’s communication system starting with a unified messaging framework. The goal was to help Ingenuity speak with clarity and authority in every channel. We focused the narrative on experience, decision quality, and certainty in complex construction environments through the development of a new tagline – Built Right. Everytime. Instead of emphasizing technical capabilities alone, the new messaging highlighted how Ingenuity leads projects, guides partners, and brings structure to challenging situations. This shift repositioned the company as a seasoned and thoughtful leader.
We helped to rewrite core message pillars, internal communication guidelines, service descriptions, and provided strategic insights on long form explanatory content. Each element used direct and practical language to project confidence whilte the tone reflected how Ingenuity works on site, with clear statements, structured thinking, and efficient delivery. The messaging also provided internal alignment, giving teams a common reference point for proposals, presentations, recruitment efforts, and digital channels. The company could speak in one voice and present a consistent story across all customer touchpoints.
Brand Identity Refresh
The firm’s original identity carried recognition within the construction industry, so a full rebrand was unnecessary. We chose to refine the existing mark to strengthen its presence and align it with the new messaging and mature approach. Our team analyzed the geometric proportions, corrected typographic inconsistencies, and improved balance so the mark would perform well across physical applications on job sites, signage and digital environments alike. We also refined the wordmark to improve clarity at small sizes and to create a more ownable visual character by isolating the plumbob which was hidden within the original identity.
Once completed, we extended the renewed identity across the Ingenuity’s materials. Office signage and site signage were redesigned to create a more cohesive environmental presence. Business systems such as stationery, document templates, and presentation materials were reworked to support clear communication and vehicle graphics were updated to strengthen visibility across job sites and on the road. Promotional materials and digital communication assets were refreshed to match the new tone and structure. The identity became consistent and dependable across every touchpoint, supporting a stronger and more unified brand experience.
