San Felipe Builds

For this branding proposal, the goal was to modernize the company’s visual identity while keeping elements that still felt familiar to the construction and roofing industry. I developed a complete brand system that could work consistently across print, apparel, vehicles, signage, and promotional materials to give the company a more established and professional presence.

The redesigned logo introduced a stronger, cleaner structure with a custom “SB” monogram that creates a recognizable brand mark beyond just the company name. The bold typography and angled shapes were designed to reflect strength, durability, and movement — qualities that align with roofing and construction services. The red and blue color palette reinforces trust, reliability, and visibility, helping the brand stand out both on-site and in advertising.

Beyond the logo itself, I expanded the concept into a full visual identity system, including business cards, apparel mockups, vehicle graphics, and branded collateral. This helped demonstrate how the branding could function cohesively across real-world applications and create stronger customer recognition.

The project showcases my approach to building scalable branding systems rather than creating a standalone logo. By developing supporting brand assets and packaging the identity into multiple touchpoints, the proposal presented a vision for how the company could elevate its image and compete with larger, more established businesses in the industry.