Brand Identity For Brooklyn Building
The outcome
"The branding has been transformative for us. It's opened doors to high-end clients who now recognise us immediately in a crowded market. What started as a logo has become the foundation of our business identity." — Max Butchers, Founder, Brooklyn Building
In today's competitive luxury construction landscape, Brooklyn Building stands as a recognised leader in high-end new builds throughout the Wellington area. Their distinctive branding—from business cards to branded workwear and vehicle graphics—has become a hallmark of premium craftsmanship in architectural circles.
But this wasn't always the case.
The challenge
When Max Butchers approached our agency in early 2021, Brooklyn Building was facing an identity crisis. Despite their exceptional craftsmanship and attention to detail, they were struggling to differentiate themselves in a saturated market.
"We were doing outstanding work, but potential clients couldn't distinguish us from dozens of other contractors," Max recalls. "We needed something that would communicate our premium positioning and architectural sensibility before we even walked into a client meeting."
The challenge was clear: create a brand identity that would:
- Distinguish Brooklyn Building from conventional contractors
- Appeal specifically to high-end architectural clients
- Communicate premium quality whilst remaining approachable
- Establish a foundation for consistent brand application across all touchpoints
Our approach
We began with extensive research into the architectural and luxury construction sectors, analysing competitor positioning and identifying opportunity gaps in the market. Through collaborative workshops with Max and his team, we uncovered Brooklyn Building's unique value proposition: their rare combination of architectural understanding and hands-on construction expertise.
This insight became the cornerstone of our branding strategy.
The brand Foundation
Our design team crafted a visual identity system that perfectly balanced structural precision with craftsmanship. The logo—a deceptively simple geometric mark—contains subtle nods to architectural drafting whilst maintaining the solidity associated with construction excellence.
We developed a comprehensive brand guideline document that included:
- Primary and secondary logo configurations
- A sophisticated colour palette balancing professionalism with warmth
- Typography selection that emphasised both precision and accessibility
- Photography style guidelines emphasising material quality and craftsmanship
- Application examples across various touchpoints
Digital presence
Following the successful implementation of the brand identity, we designed and developed Brooklyn Building's website. Rather than a typical contractor portfolio, we created an architectural experience that showcased their projects through a design-focused lens.
The website featured:
- Immersive project photography highlighting craftsmanship details
- Case studies framed from an architectural perspective
- Client testimonials from prominent architectural partners
- A streamlined contact process for qualified leads
The results
Four years into our partnership with Brooklyn Building, the results speak for themselves:
- Increase in high-value project enquiries within the first year
- Expanded client base
- Consistent brand recognition reported by new clients as a factor in selection
- Successful extension of the brand into merchandising that serves as passive marketing
- Employee pride in branded materials enhancing company culture
The brand identity has proven remarkably versatile, extending naturally to jobsite signage, vehicle graphics, and even limited-edition merchandise that clients and architectural partners proudly display.
Perhaps most tellingly, Brooklyn Building now regularly receives comments from architectural clients who appreciate how their brand "strikes the perfect balance between architectural sensitivity and construction expertise"—precisely the positioning we set out to achieve.
Our ongoing relationship
Our partnership with Max and Brooklyn Building continues to evolve. What began as a branding project has grown into a long-term collaborative relationship spanning multiple digital initiatives and marketing campaigns.
"Looking back, investing in professional branding was the best business decision we made," says Max. "It's been instrumental in building our foundations as a business and attracting exactly the kind of clients we want to work with."
As Brooklyn Building continues to grow their reputation for exceptional construction in the architectural community, their brand identity remains as relevant and impactful as when it was first introduced—a testament to thoughtful strategy and timeless design.
