Client:
Carbon Custom Builders
Carbon Custom Builders
Role:
Creative Direction
Art Direction
Graphic Design
Creative Direction
Art Direction
Graphic Design
Collaborators:
Account:
Andrew Haim
Brand Strategist:
Tom Blim
Videography:
Chris New
Colton Orr
Website Design:
Matthew Wakefield
Account:
Andrew Haim
Brand Strategist:
Tom Blim
Videography:
Chris New
Colton Orr
Website Design:
Matthew Wakefield
Disciplines:
Brand Strategy
Visual Identity
Logo Design
Environmental and
Digital Applications
Brand Strategy
Visual Identity
Logo Design
Environmental and
Digital Applications
Carbon builds homes with precision, so every part of its identity was designed with the same discipline.
The challenge
Carbon Custom Builders works in competitive luxury markets across New York, Connecticut, Cape Cod, the Hamptons and South Florida. Its identity needed to avoid the usual luxury-builder clichés and show what actually sets the company apart: structural integrity, advanced construction, durability and energy efficiency.
The creative approach
WHAT I LED
• Brand concept, creative direction, and visual strategy
• Hands-on development of the custom wordmark and identity system
• The recommendation to make precision, instead of conventional luxury, the central brand idea
• Typography, color palette, materials and multiple logo configurations
• Direction of the brand strategist, videographers, and website partner
• Guidelines and applications across print, apparel, vehicles, signage, advertising and digital
Carbon Custom Builders works in competitive luxury markets across New York, Connecticut, Cape Cod, the Hamptons and South Florida. Its identity needed to avoid the usual luxury-builder clichés and show what actually sets the company apart: structural integrity, advanced construction, durability and energy efficiency.
The creative approach
I developed a bold, architectural identity around the idea "Built with Precision."
The custom wordmark started with Avant Garde and was refined until its geometry felt structural instead of decorative. A black-forward palette, metallic gold, strong typography and carefully chosen materials carried that precision across the system.
The details mattered too, down to a matte-black business card with the logo in clear gloss varnish.
WHAT I LED
• Brand concept, creative direction, and visual strategy
• Hands-on development of the custom wordmark and identity system
• The recommendation to make precision, instead of conventional luxury, the central brand idea
• Typography, color palette, materials and multiple logo configurations
• Direction of the brand strategist, videographers, and website partner
• Guidelines and applications across print, apparel, vehicles, signage, advertising and digital
The outcome
The identity gives Carbon a visual language that feels as engineered and forward-thinking as the homes it builds.
The identity gives Carbon a visual language that feels as engineered and forward-thinking as the homes it builds.
Design Directions
Final Logo
Brand Identity Guide
Executions
