Fuse

Brand identity
FUSE: brand identity

Rebranding Suffolk’s self-perform business, Liberty.

overview
Liberty Construction Services, the self-perform arm of Suffolk, was founded in 2007 to fill a void in the marketplace. The company expanded far beyond general labor and carpentry services to fulfill a wider range of client needs. Over time the members of Liberty started to feel overlooked and overshadowed by the larger Suffolk entity.

Our challenge was much more than a redesign. We needed to really dig in and amplify their unique personality and sense of purpose.

To work with but stand apart from the new Suffolk masterbrand. From pioneering AI solutions to improving the transparency of day-to-day operations, with a get up and go get ‘em attitude, the self-perform arm deserved a ground up renovation.
FUSE: brand identity
With this challenge in mind, we immersed ourselves in the world of Liberty.
research
KEY INSIGHTS

Liberty was often overlooked and overshadowed by the larger Suffolk entity.

The brands patriotic conservative palette was a reflection of Suffolks past and the old world of construction.

The naming and design system lacked
unique brand equities.

The passion and
thrill in the chase of
the challenge.

We interviewed internal stakeholders
from the national markets to inform
our strategic path forward.
Our Goals
Generate unbridled pride internally, while unlocking the full potential of Liberty’s future
Create cohesion
among the disparate pool of Liberty brands
Infuse the larger Suffolk strategy and design, yet give Liberty their own two feet to stand on
FUSE: brand identity
While Suffolk
redefines what is possible,
Liberty proves that
it can be done.
BRAND strategy
tagline

START
SOMETHING

MANIFESTO
Know us by the things we build.
Beacons that shape our landscape.
Feats of engineering that rise above
everything else.
But they don’t start that way.
They start small.
Hammer to nail.
Nut to bolt.
It takes boots on the ground.
A team.
One that isn’t burdened with doubt
or excuses,
but a singular desire
to make the things we build possible.
To find solutions.
To do the work.
To raise the future.
This is what we do.
This is how we will be known.
TONE OF VOICE
WE ARE
WE ARE NOT
collaborative
confident
innovative
experienced
physical
enduring
grounded
territorial
cocky
rigid
stubborn
conceptual
flashy
heady
TONE OF VOICE

ambition

The hunger to take
on any challenge.

RESOLVE

The fortitude to make
any challenge happen.

AGILITY

The nimbleness to
solve unforeseen,
moving challenges.

TENACITY

The passion and
thrill in the chase of
the challenge.

FUSE: brand identity
After rounds of exploration, the team landed on a new name.
naming
The new name captured Liberty’s agility, restless spirit, and ability to spark progress in an industry rooted in the status quo.
At its core, a fuse brings together diverse inputs to distribute fierce energy across spaces.
FUSE: brand identity
Wordmark
develop
Highly flexible and utilitarian in nature, the FUSE wordmark takes visual cues from the construction sites.
Subentities
Building on the characteristics of the wordmark, the subentity lockups are adaptable and carry a strong presence.
Primary color
Fusion
Athletic, bold, and highly vibrant the primary brand color, Fusion, stands out in the category and on the jobsite.
Brand Assets
Graphic Elements
Derived from diagrams found in construction documents, the graphic elements felt fresh yet familiar to the industry.
FUSE: brand identity
Hardworking on and off the jobsite.
deploy
With the design system set, and a flexible wordmark in place, the brand was applied to the client's priority touchpoints.
With a large variety of branded touchpoints, having a flexible brand identity was imperative.
Pops of the primary Fusion grounded in black created high-impact touchpoints that felt both fresh and familiar on the jobsites.
We incorporated subtle brand details throughout, to give Fuse the attention it deserved.
fuse: brand identity
capabilities
Brand Identity
Strategy
Naming
On-Site Signage
Apparel Design