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Project Overview
Repositioning Richmond, V.A’s Heavy Civil & Mitigation Leaders
Liesfeld is a civil contractor responsible for laying the foundation for Richmond’s major infrastructure. GreenWing Mitigation, Liesfeld’s environmental arm, is a key player in Virginia’s wetland credit market. For Liesfeld, winning national data center work hinged on modernizing their brand and digital presence. GreenWing needed to mark its territory and build credibility in the emerging mitigation space.
Brand Foundation
Clarifying Two Distinct, Yet Collaborative Brands
We began with a two-day workshop on site, embedding ourselves in the operations and culture of Liesfeld. This revealed a nuanced challenge at the heart of their branding needs: differentiation — not just from competitors, but between their own two brands. A strategic rebrand could bring the clarity needed to define what they do and how they’re connected.
What We Did
- Stakeholder Interviews
- Strategic Workshops
- Brand Audit
- Competitive Audit
Building a Future-Proofed Identity
Because of the high-stakes nature of Liesfeld’s mission-critical work, high expectations are placed on crews. FieldWrk crafted employer messaging to positively communicate the demands and attract people who are up for the challenge.
GreenWing received a full rebrand — a new logo, visual system, and verbal identity that clearly positions it as a trusted provider of mitigation solutions.
What We Did
- Verbal Identity
- Value Propositions
- Employee Values
- Strategic Narrative
- Key Messaging
Brand Infrastructure
Staying On-Brand, All The Time
The strongest brands are consistent both online and offline. We equipped Liesfeld and GreenWing with guidelines to ensure all digital and print materials look, sound, and feel on-brand well into the future. Both brands received mockups of how the brand should be applied across apparel, business, cards, and anything they can put their name on.
What We Did
- Creative Direction
- Logo Design
- Visual Brand System
- Brand Guidelines
- Motion & Animation
Tailoring Media to What Matters Most
A highlight of Liesfeld’s media is a four-minute brand video designed to capture the company’s history, values, and cultural DNA. This featured personal stories told by President Joseph Liesfeld Jr. and Vice President Joseph Liesfeld III — the company’s legacy forever preserved in video.
What We Did
- Creative Strategy and Delivery
- On-Site Photo & Video Shoot
- Four-Minute Brand Video
- Library of Video Footage
Watch Overview Video
Brand Performance
Establishing Credibility and Differentiation
Fieldwrk designed and developed two modern websites tailored to each company’s priorities: Liesfeld had a rich history to tell, demanding a more narrative approach and historical elements. GreenWing, on the other hand, was strictly service-based and needed to establish offerings and credibility quickly.
What We Did
- Web Strategy
- Site Design and Development
- Custom Content Management System
Branding Fit for Another 50 Years
This dual branding project showcased what Fieldwrk does best: leveraging legacies, navigating nuanced brand relationships, and modernizing brands for tomorrow’s challenges. Liesfeld is now ready to seize opportunities in the data center market. GreenWing has a strong foundation to get ahead of future competition in mitigation services.
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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