Intellectual Design, founded by Ruben Rosario, is a well-established Orlando-based construction and renovation company that has served the multi-family apartment and commercial sectors for over 25 years. Their primary focus is on upgrading interiors, including cabinets, countertops, painting, and more. With a strong reputation for quality, the company sought to modernize its brand identity while retaining the equity built over the years.
The mission was to refresh Intellectual Design’s existing logo to make it feel more modern and professional. The existing logo and company name often led to confusion, with people mistaking them for a technology or web development company. We needed to ensure the new design accurately reflected their role in construction and renovation.
The challenge lay in maintaining the brand equity Intellectual Design had built over its 25 years in business. We had to keep the core elements of their original logo’s silhouette—the swooping circle—while updating the design to feel more aligned with the construction and development industry. Additionally, we had to work with their existing blue color palette as the foundation for the new look.
We delivered a more industry-relevant logo that resonates with their target audience in the construction and renovation space. The redesigned logo maintained the established silhouette but introduced movement to the letterform and silhouette, symbolizing growth and development. The outdated gradient was replaced with solid, modern tones, and the typography was reworked to feel more structured and contractor-like, representing the company's professionalism and expertise. The brand design as a whole was made more dynamic, using thin line work reminiscent of blueprints and a refined color palette that was more practical and versatile across different media.
This new logo and visual identity have been successfully applied to their various branding assets, including van and truck wraps, business stationery, and promotional materials, giving Intellectual Design a more cohesive and polished appearance.
The rebranding elevated Intellectual Design’s positioning in the construction industry without sacrificing any of the recognition they had built over time. Their new identity helped them shed the misconception of being a tech company, positioning them as a premium renovation service in the Orlando market. Additionally, the owners are proud of the fresh look, and the updated branding has helped the company secure larger project bids. The new identity also gives the company a strong presence in both physical and digital spaces, creating a cohesive and professional impression across all touchpoints.
