Fazzolari Construction
Fazzolari Construction approached One Degree for a ground-up brand refresh. Their intention was to broaden the company’s presence in the Portland area, and expand into both Central Oregon and Seattle — the latter a market already saturated with top tier builders.
Our goal was to capitalize on Fazzolari’s positive brand image, refresh the company’s identity in engaging, memorable ways that are consistent with its brand personality, and do so in a manner that has a universal appeal in every market — existing and new.
Situation:
While the Fazzolari name has brand familiarity in Portland and Vancouver, none currently exists in other markets. Furthermore, while Seattle, specifically, is the anchor of a hot custom home and remodeling region, there are countless builders in the area, many of whom have well-established relationships with the best architects and trade partners — probably the single-most important aspect of providing quality work. While clearly articulating the Fazzolari brand as one that is customer focused, cost effective, design sensitive and detail oriented, we also needed to create the perception of an established and trusted builder, and do so even though Fazzolari is entering new markets.
Solution:
Our approach distinguishes Fazzolari by articulating and visualizing the difference between a house (typical, generic and unremarkable) and a home — a place of warmth, family and fond memories. This journey began with a new brand identity, but rather than create another slick, highly-stylized mark, we opted to build a family of icons inspired by children’s artwork; the type we did ourselves — as have our own children — that frequently adorns the refrigerator. The homespun nature of this direction underscores the real Fazzolari brand personality — one defined by partners that are genuinely kind, family-oriented and approachable. Fazzolari may build homes, but they are a people company first and foremost. It was important to have that show in the brand expression.
By revising the brand identity and retooling the fuller expression of Fazzolari Construction via a new website and yard signs, we’ve created a strong platform for building awareness and elevated the chances that Fazzolari will make the “short list” for remodeling and custom home projects for both homeowners and architects.
Our work includes a full brand identity, business papers, yard signs, crew apparel and website.