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 it designed every part of its identity 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 predictable luxury-builder clichés while communicating what genuinely made the company different: structural integrity, advanced construction, durability, and energy efficiency.
The creative approach
I developed a bold, architectural identity around the idea 'Built with Precision.'
Carbon Custom Builders works in competitive luxury markets across New York, Connecticut, Cape Cod, the Hamptons, and South Florida. Its identity needed to avoid predictable luxury-builder clichés while communicating what genuinely made the company different: 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 began with Avant Garde and was refined until its geometry felt structural rather than decorative. A black-forward palette, metallic gold, strong typography, and carefully considered materials extended that precision across the system.
Even the smaller details reinforced the idea, including a matte-black business card with the logo finished 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 position precision - not conventional luxury - as the central brand idea
• Design of the typography, color palette, materials, and multiple logo configurations
• Direction of the brand strategist, videographers, and website partner
• Development of guidelines and applications across print, apparel, vehicles, signage, advertising, and digital
WHAT I LED
• Brand concept, creative direction, and visual strategy
• Hands-on development of the custom wordmark and identity system
• The recommendation to position precision - not conventional luxury - as the central brand idea
• Design of the typography, color palette, materials, and multiple logo configurations
• Direction of the brand strategist, videographers, and website partner
• Development of guidelines and applications across print, apparel, vehicles, signage, advertising, and digital
The outcome
The identity now works consistently across business cards, apparel, vehicles, signage, digital content, advertising, and brand guidelines. It gives Carbon a visual language that feels as engineered and forward-thinking as the homes it builds.
The identity now works consistently across business cards, apparel, vehicles, signage, digital content, advertising, and brand guidelines. It 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
