Deuce Concrete Solutions
Brand Design, 2023
As a concrete contractor, Joacinto Grimes II strives for efficiency and quality in his work. He aims to create his own business branching out from the original family business and serve the Atlanta metro area with quality and affordable concrete solutions.
He needed a professional and unique brand that conveys who he is and the quality of his work. I worked with him to create a brand and set of assets that he could use to jumpstart his business.
Design opportunities
Create a professional, cohesive brand for a family business in concrete.
Differentiate it from other similar companies in the Greater Atlanta area.
Ability to use the brand in social media marketing.
I focused on creating a brand that represented the owner and his family while also highlighting the quality and differentiation of Deuce Concrete Solutions.
Competitive Analysis
Joacinto is based on the Atlanta area in Georgia where there are a lot of well-established concrete companies. Most of them started as family businesses and steadily grew over the decades to be a trusted service.
These companies included Hemma Concrete, Unique Concrete Concepts, Atlanta Concrete Contractors, and more.
In order to better understand the market, I conducted a competitive analysis of these companies. I compared their audiences, experience, services, and branding design to see how Deuce Concrete Solutions could be both comparable yet different.
The Brand
A key visual that Joacinto wanted to stay away from was a combo of red and black because it would be too much like the other companies in the area.
As I created the direction board, I landed on visuals using warm oranges and dark blues. They provided a feel for construction without venturing into the typical yellow territory.
Direction board
For the actual logo, I was aiming for a simple but bold logo with meaning. The company is called "Deuce" because Joacinto is the "second" of his name, and I wanted to incorporate that part of him in the logo. Ultimately, this turned into using a sort of monogram, shying away from random, vague assortments of graphics or letters.
Deuce Concrete Solutions logo sketches
Deuce Concrete Solutions logo concepts
For the actual logo, I was aiming for a simple but bold logo with meaning. The company is called "Deuce" because Joacinto is the "second" of his name, and I wanted to incorporate that part of him in the logo. Ultimately, this turned into using a sort of monogram, shying away from random, vague assortments of graphics or letters.
The final logo melded the "II" of Joacinto's name with the "D" and "C" of the company name to create a meaningful logo. View the full brand guidelines here for Deuce Concrete Solutions.
