HB&G makes fiberglass building materials and landscape structures: mostly columns, as well as railings, pergolas, privacy screens, and arbors. They wanted to update their logo, something more elegant while maintaining a visual reference to the original. A revision rather than something new. I accentuated the bold strength of the main letters, incorporating the ampersand into the foundation set, and integrated the column element into the letter itself (instead of as an extemporaneous add-on). I added new colors to their brand: clay and sand, as well as an orange for contrast CTAs and highlights. The column element becomes a standalone for their social media, serving as the profile icon for Facebook, YouTube and LinkedIn.

After creating the new brand style, I applied it to their existing library of marketing material: product guides, catalogs, exhibition displays, and social media posts. I created a distinct look-and-feel for their social media, and created concept, image and caption copy for their posts. Don’t even ask about the 20′ x 20′ back-lit exhibition display for Las Vegas. Can you imagine the size of a print-resolution image to span those dimensions? AI-enabled image-scaling software came to the rescue!