Constructing A Brand That Builds Our Community

Constructing a community is equal parts demanding and ambitious. Meet Desert Rose, the talented visionaries building our neighborhoods. By hand. Brick by brick.

They came to us looking for a way to gain recognition in a new market. The parent company, Rose Development Corporation, is a full service construction firm based in Chicago. Desert Rose is the new Southwest branch for commercial and residential building and remodeling. Upon entering the new market, we were responsible for constructing a brand for their new environment and audience in Arizona.

Debuting the newly-minted Desert Rose Group posed a familiar design challenge common with subsidiaries. The brief made clear the need to develop a mark distinct to Desert Rose while honoring the existing identity of the parent company. This called for both visual alignment and careful differentiation between the two entities.

Trust in contractors is paramount, so we wanted to design a grounded, transparent representation of the company.  Taking inspiration from our surroundings, we began by shaping a positive customer perception. We leveraged the solid foundation the two companies had already built. The mark pays tribute to the planning and forethought required to create amazing spaces.

The same building blocks used in their daily work became a metaphor used as the foundation in constructing a brand for their future. It was this approach that would create a meaningful connection with their audience.

Utilizing an amiable typeface with classic roots is central to the logo design. Balancing type with a color palette that represents trust and vitality drove the finishing nail. The result is an identity that is capable and potent.

One that pays homage to the nature of building a secure and successful tomorrow.