#candidbranded series: StructSure Projects

When national general contractor formerly known as United Excel decided it was time to rename and reintroduce itself to broaden its market presence with a focus on the Kansas City area, they called candid to lead the rebranding effort.

Our first task was to come up with a name and brand positioning.

Building certainty is at the core of StructSure Projects. To create an alternative spelling of the word “structure,” we combined the two words “struct” and “sure.” This supports the brand position and value proposition, as “struct” is a Latin variation of “to build” and “sure” is an adjective meaning “free from doubt as to the reliability, character, action, etc. of something.”

The brand comes to life by creatively using project photos and fresh graphical elements. The colors selected are a collection of tinted neutrals with a pop of color. They are an unusual combination for this industry locally, and an additional unique factor to help StructSure Projects stand out.

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