Central Valley
An Identity Rooted in Heritage, Trust, and the Passion to Build
Central Valley is a multi-location lumber and building supply company that serves consumers and professionals alike in California's Central Valley. While they are a local favorite, they have struggled to expand their customer base. To differentiate themselves from industry giants like Home Depot, we developed a brand strategy that revolves around connecting with customers in personal and meaningful ways.
Role
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Visual design
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Brand video
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Collateral design
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Signage
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Brand guidelines
IMPACT
Central Valley continued to expand following our rebrand, acquiring 2 more businesses and expanding their number of locations by 60% in subsequent years.
The visual identity pays homage to Central Valley's heritage while positions it firmly for the future with a versatile and coherent layout system. We combined a masculine typeface with a vibrant red color to make the brand look proud, fearless, and trustworthy.
My main responsibilities were storyboarding and art-directing the brand video, designing the brand collateral, guidelines, signage, and the brand launch materials.
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