Flatiron Construction

Challenge

Flatiron Construction Corp., a nationally recognized company whose work includes bridges; roads and highways; transit and rail; and other projects, was purchased by HOCHTIEF, a German firm that is one of the world’s largest construction companies.

Solution

BrandSavvy modified the communicative name from Flatiron Construction Corp. to “Flatiron” for clarity, and added “A HOCHTIEF Company” typeset endorsement, to leverage its parent company's international reputation. Then, BrandSavvy refined the logo through scaling and angle symbol modification to communicate forward progress.

Flatiron’s new brand positioning, “Build the Best. Be the Best.”, was enhanced as BrandSavvy ensured that the underlying element of “ingenuity” – being clever, skillful and resourceful in conception and design – was incorporated into messaging as a Flatiron trait that provides additional reason to believe Flatiron can deliver on its brand promise.

BrandSavvy created a new look and feel for all print and digital applications through a design system that utilizes the angle geometry embodied in the mountain symbol and generous use of their corporate color – all documented in comprehensive graphic standards. BrandSavvy planned, wrote content and designed Flatiron’s launch materials and new website.

Project Scope

• Naming
• Brand Positioning
• Brand Architecture
• Design System
• Graphic Standards
• Website