B R A N D S T R A T E G Y 1

BrandStrategy

Your brand strategy is a summary of your brand’s

mission, values, and goals; and an outline of what

we’ll be working on together.

This is the foundation of everything we’ll be

doing together, and the path for your brand going

forward!

L P C C O N S T R U C T I O N L T D

B R A N D S T R A T E G Y 2

Brand Core

What You Do

What You Give

Why You Give

Your Brand Needs

LPC Construction Ltd. serves individuals who

value artisanal crafts, quality work, and who are

environmentally conscious by providing high-

quality renovation work that is high-end and

preserves original materials while staying true to

the original structure, so that these individuals

can have peace of mind and comfort knowing that

the work was done well and with integrity.

You provide high-quality renovation work at

small and large scales, while preserving original

materials and staying true to the original

structure. You provide high-end work in an

honest and trustworthy way, and prioritizes

helping the client feel comfortable and taken care

of throughout the entire process.

You give your clients not only high-quality and

high-end work, but comfort and security by

prioritizing them and your relationship with

them. You make it your aim to be relaxed with

them, even through problem-solving. In addition,

you give the value of quality artisanal work

through the preservation of historical materials

and the use of traditional building elements.

You give in this way because you believe in the

importance of effecting people in a positive way.

Your business is not just about making money

- it’s about building long-lasting and trusting

relationships with your clients.

Your brand needs a unified and consistent visual

identity that showcases the mix of traditional and

modern elements used in your building practic-

es. Your environmentally-aware element should

be showcased as well, and everything should be

done in a way that ties the roots of the business

to its current evolution towards renovations and

high-end work.

The primary logo needs to be a visual represen-

tation of what is offered by the business, and not

just be an abstract symbol or wordplay on the

name.

The overall style should be clean, modern with

elements of traditional, and use a neutral color

scheme. Any patterns should bring in natural tex-

tures like the traditional building materials that

the businesses uses regularly.

Y O U R B R A N D S U M M A R Y

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Your Functional Purpose Your Intentional Purpose

Your functional purpose is to provide renovation work on small and large scales, to offer high-end construction, and to preserve historical materials in residential homes while staying true to the original structure; and to do it all in an environmentally-aware way.

Your intentional purpose is to celebrate and showcase

traditional skills and building practices and materials

through the work you do. In addition to this, your

goal is to impact people positively through your busi-

ness-client relationships and develop those relation-

ships into the future.

Y O U R P U R P O S E

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Why does your business purposematter to you?

Always remember why you do what

you do in order to lead your business with

that same passion.

Your business purpose matters to you because you’ve

seen plenty of bad work that negatively impacts home

owners and their homes - and your mission is to pro-

vide the high-quality work that those home owners

are looking for, while respecting the integrity of orig-

inal structures.

In addition to this, your use of traditional skills and

methods has the opportunity to be utilized and show-

cased, which has quality on its own; and gives you

the opportunity to educate your clients about best

and traditional building practices and methods.

Overall, you value honesty, trust, relationships, and

making a positive impact on others - and these core

values are important fuel for the entire business!

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Who is your target market, and whatmatters to them?

Knowing who your target market is and what

matters to them allows you to mindfully lead your

business with your audience in mind.

Your general target market is wide - comprised of

residential home owners in need of renovation work.

More specifically, the people you are targeting are

individuals who value artisanal crafts, environmental

awareness, perserving historial materials in their own

homes, and who value business-client relationships

that are based on trust.

One of the biggest things that matters to your target

market is being able to trust their contractor and

to have peace of mind throughout the renovation

process. There are commonly worries about finances,

logistics, and trustworthiness when searching for a

contractor, and LPC Construction Ltd. answers all

those needs and provides comfort to those clients

who have initial worries.

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Understand who your target market is, inside and out,

so that everything you share and do is tailored for them

High-Quality

Renovation

Modern

Environmentally-Friendly

Sustainability

High-End

Trustworthiness

Preservation

Your Target Market’sBuzzwords

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What matters to you and your target market?

This is where what matters to you and what matters to

your target market overlaps

W H A T M A T T E R S T O Y O U W H A T M A T T E R S T O T H E M

- High quality work using

traditional materials and methods

- Educating clients on best and

traditional building practices

- Making a positive impact on others

- Finding a quality contractor who

can do the reno work excellently

- Artisanal crafts and the concept of

traditional skills

- Feeling comfort and safety with

their contractor

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How do you profit?(Explanation of previous page)

Embrace the overlap between your passion + purpose

and what your target market is in search of

Your target market’s needs and your offerings overlap

perfectly - especially when it comes to your clients’

need for comfort and reliability with their contractor!

Your emphasis on business-client relationships and

establishing trust is one of the most important aspects

of your business - if not the most. In a world where

fast and cost-effective building is the priority, LPC

Construction Ltd. stands out by prioritizing the

client even down to their emotional need for peace

of mind.

Because you are not only providing a quality service

through renovation work - but providing the

emotional quality of comfort and peace of mind - you

are set up to profit at a maximum level.

All people respond the most deeply and directly to

core needs related to the heart, with practical needs

being secondary. Your business answers both in the

most high quality way!

B R A N D S T R A T E G Y 9

Who is your competition, and how do you stand out?

No matter what, always be yourself and own what

matters to you

Your competition at a broad level is comprised of

North American builders who prioritize speed in

building. Low-cost, efficient, and fast builds typically

win the day.

Your local competition has more emphasis on eco-

friendly builds and honest service and overall value,

which is closer to your own business.

You stand out by offering a combination of what the

local businesses offer, through environmentally-aware

practices, high quality work, honest service, close

business-client relationships, and quality over speed.

You easily set yourself apart from the broad

competition, as your target market is looking for

quality more than speed. With your local competition,

you stand out by collectively offering the key

elements that they offer, and also by emphasizing the

preservation work that you do of historical materials,

and the way in which you use original materials as

you stay true to original structures.

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Always keep these buzzwords in mind and in check,

as they are the cornerstone of your business

Environmentally-Aware

Honesty

Artisan

Traditional Skills

Reliability

Relationships

High-End

Quality over Quantity

Your Brand’sBuzzwords

B R A N D S T R A T E G Y 1 1

Now that we’ve gone over the specific identity and needs of your business, we can think about how to further develop your brand on a visual level!

The following page showcases your color scheme and includes the reasoning behind each color choice.

In so many cases, color theory clearly lays out the right path for a branding project, since the colors chosen clearly communicate an idea or value to the viewer.

In this case, I’ve chosen colors that clearly rein-force the mission, identity, and purpose of the brand!

TheColor Scheme

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T H E C O L O R S C H E M E

Green conveys the concept of being

environmentally-aware - but this

shade keeps a safe distance from

the more overly-used neon greens.

In addition, this muted shade is

more mature and reflects the high-

quality and high-end nature of the

brand.

Green also conveys safety, which is

important to the brand! Clients are

safe with the business, and that is

conveyed through this color.

This dusty green is a variation of

the primary green, and is a shade

that would be complimentary to

the primary.

This lighter tone brightens the

scheme and helps the scheme go

more in a modern direction.

This warm gray is a variation of

white, which conveys purity,

perfection, and safety.

The warm shade adds an element of

approachability that characterizes

the brand. Together, the warm

gray and deep green are reflective

of the colors of nature and contrast

and complement each other.

In addition, this shade represents

the color of lime plaster.

This dusty brown is another

complementary shade that works

well with the lighter gray!

This deeper color also represents

the color of lime plaster, and

brings in that concept from a color

perspective.

D E E P G R E E N D U S T Y G R E E N W A R M G R A Y D U S T Y B R O W N

B R A N D S T R A T E G Y 1 4

Visual Inspiration(Mood Board)

In the following mood board we’ll be focusing on aes-

thetic, typography, and tone (as well as color). These

are the cornerstones of your visual brand!

Your overall aesthetic should be clean, refined, mod-

ern, and traditional. The primary logo should be made

up of a symbol with the title - and the symbol should

carry the meaning and mission of the business.

The typography should be comprised of traditional

serif fonts that have a slight handmade feel to them,

the convey the idea of the artisanal work that the

company does!

In addition, the traditional typography should be

complemented by modern, sans-serif typefaces to

bring in the concept of modernity.

Colors and/or textures of lime plaster should be used,

conveying the original roots of the business as well as

the work that is currently done, as well as to bring in

warmth to the overal visuals.

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Our GoalFor This Project

Remembering our common goals will help keep

us both on track!

You have a strong business with a loyal customer

base, and what is needed now is a visual brand that

unifies the different aspects of what is offered and

that represents the evolutionary change and growth

of the business.

Our goal as we work together will be to tie together

the modern and traditional elements of the brand, and

represent those in a way that is true to the core values

and identity of the business.