Jones Road & Bridge: A rebrand to honor the past and build the future
Challenge
Boring Contractors (Abingdon, VA) was undergoing a leadership transition to the next generation, a service expansion, and a niche specialization. Their outdated brand, founded in 1987, no longer reflected their evolving company, and they needed to ensure their transition to their new name (Jones Road & Bridge) was executed and communicated seamlessly. They needed a rebrand that honored their legacy while setting them up for future success.
Solution
In my role as a Rebranding Strategist, I led them through my full strategic rebranding process and added on a few custom solutions:
brand assessment
brand strategy
brand messaging
visual brand identity
brand photography
historic photo digitization
drone videography with my colleague Jared Hull
Squarespace website
business card template
collaboration with Branded for swag and apparel/uniforms.
Brand identity design is what makes brands instantly recognizable to your customers. It’s where the brand strategy starts to come together visually. The logo, color palette, and typography all play a part in bringing branding to life through design. Here’s a look at the breakdown of each element’s symbolism that combines to create the Jones Road & Bridge logo.
I always advocate for brands to include photography from the get-go because it really does add another level of trust and authenticity that can’t be replicated without seeing the faces behind the company. I was able to use their brand strategy to inform the style, colors, and shot list for the photography needed to showcase their team and services. To show the scale of their projects, I was even able to hire a colleague to produce drone videography for use on their website.
Oftentimes, branding really feels real once it’s all combined onto a website. Since I knew the brand so well and had been involved since inception, I was able to build the site and supply nearly all of the written and visual content, making the entire branding process from start to finish extremely hands-off for the business.
In addition to my typical rebranding process, I added on apparel and swag coordination. We ordered reflective gear, Richardson trucker caps, hard hat stickers, pens, and more. You can see a few of the items below.
Results
A solid brand identity that resonates with both past and future generations
Stronger market positioning within their niche
Renewed confidence across the company, from leadership to field teams
Increased alignment in their company’s direction
New converting website and branding that attracts direct business inquiries
Testimonial
“I knew we needed some someone to guide us through a full rebrand, but I have been burned in the past with service providers fizzling out or abandoning projects over time. That was not the case here: our rebrand was a tall order, but Briana was just as helpful the last day as she was the first.
Before we started, I was nervous and already overwhelmed with work, but Briana kept a positive attitude and was always timely. I enjoyed the strategy interviews, and she did a great job listening to my thoughts and ideas. The ideal customer personas she developed as part of our strategy guide were especially helpful in understanding the decisions she made for our website.
Our logo is well-loved by everyone. It has a modern but old school look that aligns with our new messaging to describe our company perfectly and looks great on our vehicles and swag.
Briana’s process was a GREAT, unquantifiable investment for our business. It has given our entire company a totally new level of confidence. In fact, we thought our company would was a bid-only company, but now that we have a more established and clear presence, we have had more than one agency reach out to us.”
Does your business need a level-up like Jones Road & Bridge?
I’d love to hear about it!
