WorkSpace Interiors (Kingsport, TN) had just completed a strategic planning process, but its brand hadn’t caught up. Internally and externally, there was a lack of clarity about what made the company distinct from its competitors and even from the supplier it represented.

We clarified the positioning around WorkSpace’s own values, customer needs, and personality and recognized that its long-standing identity didn’t need to be replaced just for the sake of looking new. There was equity worth keeping.

By strengthening rather than discarding what already worked, we gave the company a more recognizable identity, clearer messaging, and a direction its marketing and sales teams could consistently build from.

Hold onto your hard hats because BurWil’s brand-new website is complete and ready for exploration! BurWil (Bristol, TN) has been investing in our community through innovative construction and renovation of our region’s landmarks. When I met with them initially, they showed me how their website’s code had been broken for years, how it was cumbersome to add new projects, and they told me their contracted web designer was MIA. They were stuck with a website that didn’t work and that they couldn’t even update. So, construction began!

Boring Contractors (Abingdon, VA) was changing in several ways at once: leadership was moving to the next generation, services were expanding, the company was becoming more specialized, and a new name (Jones Road & Bridge) was on the horizon.

The answer wasn’t to erase nearly four decades of history and make the company feel completely new. We needed to identify what had earned trust over the years, carry that equity forward, and create a brand that could confidently represent the company it was becoming.

That direction guided the new name, messaging, identity design, photography, website, and rollout, giving the team a stronger sense of who they were while helping new customers understand their expanded expertise and capabilities.