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Brand Visual Identity

RG Hendricks

A multi-generational business rebrands successfully honoring the legacy from previous owners and adopting a new image for the opening of a new market and a millennial customer base.

The Problem

Hendricks has served the Green Bay Area since 1972 with concrete construction services. After retirement, it was time to leave the business pass to the next generation. With new ownership taking over, Hendricks's new leadership saw an opportunity to evolve and improve the business in many aspects, such as operations, recruiting, and visual identity. RG Hendricks needed to create a new visual identity for the business to adapt to a millennial market but honoring the legacy of the past and notably inaugurating a new era for Hendrick’s brand and business.

The Challenge

One of the challenges for this rebrand was to make it look like the brand was maturing and not just completely starting from scratch. The old logo was already placed on vehicles, garments and signage around the headquarters. Customers also recognized RG Hendricks visual identity for over 3 decades! We needed to create something that would honor the hard work to build such a business but improve its image, making it more attractive for new customers.

The Solution

To evolve the brand’s visual identity–logo, colors, typography, and other visual elements–we decided to create a simple and clean symbol. The symbol is an abstraction of the letter R and G which are the initials of the original founders. The logotype or wordmark features an R + G in Gray and emphasizes the HENDRICKS part. This was intentionally done so that in the future, the brand transitions to just using the wordmark with HENDRICKS. The color palette changed from bright Green and Yellow –commonly seen in business around the Green Bay area– to a more elegant and less common combination of Dark Green and Gold colors. With such a sober and modern approach, we worked to emphasize the legacy and maturity of the business while maintaining a contemporary look for this rebranding.

The Results

Without a doubt, this redesign was a huge jump to modernism and professionalism. As a result, Hendricks has successfully adopted a new image leaving a positive and lasting impression on recruiting and customers alike. Attracting better talent, strengthening the workforce, and improving revenue were the main objectives of therebrand. “We absolutely love the brand design created by Eder and his team. Our brand truly reflects our business, who we are, and how we want to be represented. The creativity and attention to detail were outstanding. I highly recommend using E49 Creative for all of your branding and creative needs!” Alex VandeHei - Co-Owner | RGHendricks

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