Juan Garcia Construction
Branding
Juan Garcia, a local residential construction contractor in the Athens, Georgia area specializing in framing and building, needed a professional brand identity to establish credibility and compete in the local market. As a freelance project through StudioColey in 2025, I was commissioned by his daughter to create a comprehensive brand package as a surprise gift. Garcia had only a very simple, outdated logo and lacked any cohesive brand materials to represent his craftsmanship and professionalism to potential clients.
Client:
Juan Garcia Construction
Role:
Graphic Designer
Year:
2025
Challenge
The construction industry is saturated with generic branding—basic hammer icons, bland color palettes, and forgettable logos. The client specifically requested hammer imagery but didn't want it to feel basic or generic. The challenge was creating a distinctive, memorable brand identity that would honor Garcia's craft while standing out from typical construction company branding. Additionally, as a small local contractor, the brand needed to convey both professionalism and approachability, establishing trust with residential clients while remaining scalable for future business growth.
Objective
The goal was to develop a complete brand identity system from the ground up over a two-month timeline. This included creating a distinctive monogram logo incorporating hammer imagery in a unique, non-generic way through iterative sketching and refinement, developing a comprehensive visual identity with color palette (blue, yellow, black, white), custom iconography, and patterns, and designing extensive brand applications including vehicle wraps, apparel, hard hats, business cards, letterhead, and branded merchandise. The brand needed to work across all touchpoints while maintaining visual consistency and professional appeal.
Results
The Juan Garcia Construction brand identity successfully established a professional, distinctive presence for the business. The unique JG monogram incorporating hammer elements delivered the requested imagery without feeling generic, while the vibrant blue and yellow color palette ensured visibility and recognition. The client was very happy with the comprehensive brand package, which provided everything needed to launch a cohesive professional image. The extensive mockups demonstrated brand versatility across vehicles, uniforms, stationery, and promotional materials, giving Garcia a complete brand system ready for immediate implementation.
