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Project Overview
Client Project Details:
Building a Brand from the Ground Up
Engel Excavating delivers end-to-end sitework for civil infrastructure projects across the Midwest, self-performing earthwork, wet utilities, landfill construction, and demolition. Ethan first approached FieldWrk after closing on an asset acquisition that included a team of 80+ employees, a fleet of equipment, 30 active contracts, and no brand of any kind.
No logo, no website, no social presence, and no name on the trucks. We built the brand, quite literally, from the ground up. When we asked him what he envisioned, he said: “The sky is the limit.”
Brand Foundation
Brand Strategy
We met the Engel team at their HQ in Oshkosh, WI, for a two-day branding workshop, asking questions and digging deeper into their goals for today and their vision for tomorrow. Although the acquisition was new, the team was fully aligned. Every person at Engel wanted to raise the standard in the industry. To build with honesty. To build with integrity. To build “true.”
What We Did:
- Team interviews
- Strategic Workshop
- Brand Audit & Survey
- Competitive Analysis
Verbal Identity & Values System
With a direction in place, we set out to build a brand voice that would feel like a rallying cry for the team and a clear vision for clients; when you work with Engel, the sky’s the limit.
The rallying cry we landed on is Built True. Build Blue. Built True speaks to the integrity Engel already has. Build Blue is the challenge to the team and to customers to build a better future alongside them.
We developed a verbal identity, strategic messaging, and company values that were uniquely optimistic, challenging the norm in construction. You’ve heard of the gold standard — Engel was aiming beyond that. We built a new bar to reach: The Blue Standard.
What We Did:
- Brand Positioning
- Verbal Identity
- Strategic Narrative
- Employee Values
- Key Messaging
Brand Infrastructure
Logo & Visual Brand System
Without an existing identity to build from, we set out to define Engel’s brand expression. Engel believes in doing the right thing, always; we landed on an expression that was grounded, bright, and energetic. To bring this to life, we selected a specific shade of blue — not sky blue, Engel blue — and created a color palette that felt light in an industry dominated by yellows and oranges. From ancillary graphics to type systems, social templates, and a logo that was instantly adopted across the team, every part of the visual system reflected Engel’s brand expression.
What We Did:
- Creative Direction
- Logo Design
- Visual Brand System
- Brand Guidelines
Media & Production
Our production team turned the concept into something real, shooting photos, videos, and drone footage of the Engel team and the scope of their capabilities. Clear blue skies, bright, bold images, crews smiling on the jobsite; it captured Engel perfectly.
What We Did:
- Creative Strategy and Delivery
- On-Site Photo & Video Shoot
- Library of Photo & Video Footage
- Edited B-Roll Footage
Brand Performance
Turning Ideas into Action
Using the verbal and visual direction as a guide to build Engel’s online presence, we developed a custom-built website from scratch, including unique pages, company bios, and projects diving into the scope of their work, using GEO and SEO keywords to optimize the site for people and AI platforms. We also developed a clear social media strategy, building a presence across platforms that would establish Engel as a leading name in sitework services.
What We Did:
- Web Strategy
- Site Design and Development
- Custom Content Management System
- Social Media Strategy
- Social Content Management
Built True. Build Blue.
Engel’s team was strong from the start — our job was simply to turn that momentum into a tangible, usable brand. Now Engel can operate with a cohesive message, standout visuals, and online presence that lives up to the Blue Standard.
We’d love to hear about your business challenges and see if we’d be a good fit to help you out.
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