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.

Before and after Shadrock & Williams logos

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.


Brand Identity

Print Collateral


Graphis LogoSilver
Graphis Branding 7, Professional Services