Spears Design Build Group Case Study
Project Info
Introduction
In April 2025, Ken Spears Construction reached out to Green Closet Creative with a clear and ambitious goal: to completely rebrand their company. After 50 years in business, their services had grown far beyond traditional construction. They had evolved into a full-service design-build firm, partnering with clients from concept through completion and offering a comprehensive range of design, build, and service solutions.
They needed a brand that reflected that evolution and the upscale quality of their work. This project was a full overhaul, including a new company name, logo, brand identity, website, expanded service offerings, and a wide range of branded collateral. From truck decals and business cards to apparel and leave-behinds, every touchpoint was reimagined as they stepped into their next chapter as Spears Design Build Group.
Before diving into individual deliverables, it was important to establish a clear vision for what this transformation needed to accomplish and how each piece would support the company’s long-term growth.
Project Objectives
- Reposition the Brand: Align the company’s identity with its evolution into a full-service design-build firm.
- Establish Brand Cohesion: Develop a unified visual and messaging system that communicates quality, professionalism, and longevity.
- Support Long-Term Growth: Create a strong foundation that supports future marketing, business development, and scalability.
Branding
At the heart of this project was a complete brand transformation. The new identity needed to reflect not only where the company had been, but where it was going, while honoring its 50-year legacy.
Project Objectives
- Elevate Brand Perception: Establish a refined, upscale identity that reflects a design-driven company.
- Create a Timeless Logo: Develop a modern mark that supports long-term brand growth and recognition.
- Ensure Visual Consistency: Build a scalable visual system that can be applied across all platforms and materials.
Challenges
- Outgrown Company Name: The existing name no longer reflected the company’s expanded design-build services.
- Lack of Brand Cohesion: Visual elements and messaging felt disconnected and outdated.
- Scalability Concerns: The brand lacked a structured system for consistent application across touchpoints, which means the brand didn’t have clear rules, so it showed up differently in different places.
Solutions
- Collaborative Brand Discovery: Worked closely with leadership to define goals, vision, and brand direction.
- Concept-Driven Logo Design: Developed six logo concepts exploring different interpretations of craftsmanship and professionalism.
- Refined Final Identity: Finalized a modern, timeless logo for Spears Design Build Group.
- Comprehensive Brand Guidelines: Created a complete brand system including color palette, typography, and usage standards.
Web Development
The website was a critical component of the rebrand. It would serve as the primary touchpoint for prospective clients and needed to accurately reflect the level of craftsmanship, professionalism, and design-forward thinking that defines Spears Design Build Group today.
Project Objectives
- Improve Site Performance: Increase website speed, performance, and SEO through clean, custom development.
- Clarify Site Structure: Create an intuitive navigation system that makes it easy for users to find information.
- Showcase Project Work: Highlight portfolio imagery and craftsmanship in a compelling, organized way.
- Align With the New Brand: Ensure the website experience reflects the updated identity and elevated positioning.
Challenges
- Outdated Digital Presence: The existing website no longer reflected the company’s capabilities or professionalism.
- Poor Performance: Bloated code from a page builder negatively impacted speed, SEO, and overall site health.
- Disorganized Content: Years of accumulated pages and blog posts lacked hierarchy and clear navigation.
- Underutilized Portfolio: The site failed to showcase completed projects or communicate the level of craftsmanship delivered.
Solutions
- Custom WordPress Development: Built a fully custom WordPress website without page builders to improve speed and performance.
- Content Audit & Cleanup: Reviewed and refined existing content to determine what to keep, update, or retire.
- Improved Site Architecture: Established a clear hierarchy and navigation structure to enhance usability.
- Project-Focused Layouts: Designed layouts that highlight photography, services, and expertise.
- Optimized User Experience: Delivered a clean, organized site that aligns with the new brand and elevates the user journey.
Looking for a strategic web design partner? Green Closet Creative helps brands build modern, high-performing websites.
Before – Homepage
Before – Internal Service Page
After – Homepage
After – Internal Service Page
Collateral
With the new brand established, it was essential to carry that identity through every physical touchpoint. These materials would represent Spears Design Build Group in meetings, on job sites, and throughout the community.
Project Objectives
- Extend Brand Consistency: Apply the new identity seamlessly across all physical materials.
- Elevate Tangible Touchpoints: Ensure print and environmental materials reflect the premium brand experience.
- Increase Brand Visibility: Strengthen recognition in-person, on job sites, and on the road.
Challenges
- Inconsistent Physical Branding: Existing collateral no longer aligned with the updated identity.
- Outdated Materials: Printed and environmental assets lacked a cohesive, premium feel.
- Multiple Asset Types: Vehicles, apparel, and print materials all required coordinated updates.
Solutions
- Premium Print Design: Created business cards with soft-touch finishes and raised spot gloss for a high-end feel.
- Sales Support Materials: Designed leave-behind brochures featuring project imagery and service details.
- Branded Vehicle Graphics: Updated truck and van decals to reflect the new brand on the road.
- Custom Apparel & Office Items: Developed cohesive designs for facility signage, shirts, pens, thank you cards/envelopes, letterheads, and notepads.
- Unified Brand Application: Ensured all collateral aligned with brand guidelines and visual standards.
Collateral Examples
Business Cards
Soft-touch cards accented with spot gloss text or logo for a refined, luxurious finish.
Leave-Behind Brochures
Custom-designed brochures featuring real-life photos of completed projects.
Launch & Results
The final phase of the project focused on ensuring a smooth transition from the old brand to the new, while introducing Spears Design Build Group to the community with clarity and confidence.
Project Objectives
- Execute a Seamless Transition: Move from the old brand and domain without disrupting visibility or recognition.
- Maintain Digital Consistency: Align all digital platforms with the new name and identity.
- Introduce the New Brand: Launch the updated brand to the community with confidence and clarity.
Challenges
- Brand Transition Risk: Shifting domains and identities without losing online presence or trust.
- Platform Updates: Ensuring all digital channels reflected the new brand at launch.
Solutions
- Coordinated Website Launch: Successfully launched the new Spears Design Build Group website in mid-October 2025.
- Domain Transition Management: Retired the old domain and ensured a smooth transition to the new site.
- Digital Platform Updates: Updated Google Business Profile, social media, and digital assets to match the new identity.
- Re-marketing Strategy: Update Google Ads strategy – Continuing our Google Ads Search Campaign and introduce display ads.
- Public Brand Announcement: Supported the launch announcement introducing the new brand to the community.
Conclusion
The rebrand positioned Spears Design Build Group as the refined, design-driven company they are today. Their new website is fast, organized, and optimized for performance, while the refreshed brand identity elevates how they are perceived in the market.
Improved structure and clarity have enhanced user engagement, and the cohesive brand system now supports ongoing growth. Green Closet Creative continues to partner with the Spears team, providing ongoing design and marketing support as they confidently build under their new identity.
Reach out to Green Closet Creative today if you have rebrand goals in 2026. We’d love to help!