"During our time with Monte and Jake Tolan, we learned about their passion for doing things the right way, planning ahead, and only moving dirt once."
Before any framing goes up or the foundation is poured, the ground beneath a home must be tended to. Shaped, treated and prepared for a successful construction project. Calednoina Excavating is an excavation company here in West Michigan that does just that. They work with home builders and general commercial contractors to provide professional excavation services.
The company was founded by Monte Tolan in the '90s. Since then, the business has grown to include Monte's son, Jake, along with a crew of passionate team members. The family nature runs true and acts as the northern star for Caledonia Excavating.
As their company has established its presence in West Michigan, it was time to take a fresh look at the branding for Caledonia Excavating. Jake Tolan came to Launch Kit looking for a refreshed, polished, professional identity that would represent the company in both the physical and digital world.
After an initial discussion to learn about Caledonia Excavating, we recommended our Logo Design package. This would include the essential items to present a unified brand.
Items Ordered:
• Logo Design Package
What's Included:
• Logo
• Color Palette
• Font Selection
• Stylesheet
• Business Questionnaire
• Stylescape
Timeline:
Begin: October 21, 2022
Finish: January 4, 2023
During our time with Monte and Jake Tolan, we learned about their passion for doing things the right way, planning ahead, and only moving dirt once. We learned about their attention to the area around them and their understanding that they are guests in someone's neighborhood.
Launch Kit's Graphic Designer, Michael Bova, created a stylescape that leaned into the keywords "Relaxed," "Foresight," and "No News is Good News." Imagery and colors represent a down-to-earth, comfy feeling. An aesthetic you might find on the ski slopes.
With approval on the Stylescape, Michael pursued a logo design that was comforting and confident. A design that was fairly simple at first glance because it should be. After all, no news is good news, Caledonia Excavating is a team of professionals that gets the job done, leaves the job site in an orderly manner, and respects its surroundings.
We had a great time working with Monte and Jake Tolan and look forward to seeing their branding out in the real world.
Each year, we take a fresh look at the various marketing efforts a small business can make. We've built this framework to get started optimizing your business's online presence.
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