Creative Brief

The alphabet soup of construction companies in our region, and the consistently mis-spoken nature of the moniker LCG Pence Construction was driving us crazy. Our favorite verbal gymnastics came from virtual voice mail, which would often write “Elsie G. Pants” when transcribing phone calls. In addition, our team simply did not connect with our brand. We had no story, no identity. It was time to make a change. We wanted something stripped down, simple, earnest and connective.

Our charge was to create a new logo and brand that aligned with this message. The logo came first. We struggled to find an icon, symbol or typeface that brought together our themes. Field superintendents and long-time employees were skeptical of the change, unsure if the new look and feel would represent them. Knowing how important history and loyalty is to our people, it became obvious that we needed to honor our legacy and our origins.  Founder Dale Pence and his son Curt played a major role in forming the company we are today.  We thought, what if we based our new brand identity and our new logo on Dale? Thankfully, his signature was found on old contracts and was surprisingly beautiful.

It became the centerpiece of not only our logo, but for the messaging as well. Dale’s word was his bond. He was a man of the community, a leader in construction, a curious builder. So too, are we. Pence Construction's new brand was born and we are thrilled with the results.