I was thrilled when the director of marketing at SB & Son Contracting contacted me for assistance with updating their branding. Although there were a lot of client requests and stipulations, the project was a really fun collaboration.

Of course, there are elements I’d change if I had more creative input, but I’ll never complain when the client is utterly ecstatic with what I delivered.

SB & Son Contracting, a proud veteran-owned and operated business, commissioned me to refresh its brand identity, carefully maintaining the essence of its original logo. The original design featured a 8bit-inspired font that, when paired with extremely low-resolution imagery, was in desperate need of better visual and typographical hierarchies.

My objective was clear: Rejuvenate the logo while underscoring the company’s veteran roots and operational ethos.

The refreshed version of the logo features a more defined soldier’s silhouette positioned in front of a stylized American flag, per the client’s request. The final design emphasizes the brand’s identity as veteran-owned and the owner’s strong sense of patriotism.

To complement the updated imagery, Noto Serif, a traditional typeface, was carefully chosen for its timelessness and authority. And to infuse the typeface with the founder’s background, I customized the typeface with “pilot wings” reminiscent of those awarded to aviators. This detail was subtly integrated into the lettering for added depth and to reinforce the personal narrative.