Texas-based Shadrock & Williams is a family-owned masonry business with a 50-year tradition of craftsmanship, dependability, and sweat. The company needed a brand that would celebrate its history, while positioning the team for the next 50 years.
Built on a strong foundation
With five decades of brand equity, it was important to determine which components were key to the Shadrock & Williams brand, and which were expendable. Research revealed three elements that clients associate with the brand: the tan color seen on hard hats, the words “Shadrock & Williams” (not “masonry”), and the trowel from the logo.
Paving a Path Forward
Building on the three essential elements from the existing brand, TOKY created an identity that pays homage to Shadrock & Williams’ history, while staking its claim as a leader in the masonry field. Prominently featured in the company’s previous identity, the trowel finds new life in the redesign through the ampersand.
Bricks & Mortar
Pairing legacy elements with a contemporary look and feel, TOKY created a cohesive, eye-catching identity that the firm can own and embrace. From truck wraps to hard hats, the brand is prominently featured on every Shadrock & Williams work site.
Block, Sweat, & Tears
The ampersand is carried through the brand, appearing as a visual device in punchy copy lines that reflect the company’s gritty, hard-working, and coffee-fueled culture.