The City’s most ambitious change agents.
City Builders sees the New York City skyline as its only competitor. Every day, this band of builders wakes up inspired to challenge and evolve the world’s most famous topography. By pushing the City’s buildings into taller, prouder, more dynamic silhouettes, the company redefines what New York looks like on everything from morning TV to blockbuster cinema.
While City Builders helps NYC look the part, the company wanted to bring focus back to its own message and visual presence. City Builders chose GCNY to do some critical handiwork. Naturally, a brand’s identity is a load-bearing entity. So our first assignment was to architect a foundational argument to bridge the past to its future.
What we did
- Advertising
- Brand Identity
- Brand Positioning
- Brand Strategy
- Digital Marketing
- Naming
- Print Collateral
- Signage & Environmental
- UX/UI
- Video & Motion
- Websites
-
The Turning Point
Putting in the elbow grease
We recognize that City Builders’ brand and pride are deeply embedded in celebrating hard hats and blue collars—and the excellence born within those disciplines. Any ‘corporatization’ of the brand’s soul must therefore retain its inherent sense of physicality, hustle, scale, and get-in-and-get-it-done working ethos.
-
The GCNY Partnership
Building like a boss in a city of sharks
The City Builders name is antonymous to shyness and reservation. The company doesn’t build structures—it reshapes a metropolis. And it keeps doing that again and again, faster than anyone. We elected to encapsulate the brand’s new visual identity in a wordmark without an additive logomark. The shape and framing of the words are the power. Visually, this lends itself well to all applications relevant to the construction industry—mostly big prints and boards that benefit from a large, bold signature. We gave construction’s traditional colors the updated treatment: the yellow is modernized with lime pigmentation while the deep black plays with texture between matte and gloss finishes in print. Their new tagline, “Dominate the skyline”, reflects their mission to turn large-scale and complex projects from plan to property in the most schedule-aggressive and architecturally precise manner. They push the boundaries of what’s possible in New York City, and in the process redraw the City’s silhouette.
-
Results
-
5x
jump in project implementation
-
40%
increase in brand awareness
-
3x
more consultations booked
-
-
The Turning Point
Putting in the elbow grease
We recognize that City Builders’ brand and pride are deeply embedded in celebrating hard hats and blue collars—and the excellence born within those disciplines. Any ‘corporatization’ of the brand’s soul must therefore retain its inherent sense of physicality, hustle, scale, and get-in-and-get-it-done working ethos.
-
The GCNY Partnership
Building like a boss in a city of sharks
The City Builders name is antonymous to shyness and reservation. The company doesn’t build structures—it reshapes a metropolis. And it keeps doing that again and again, faster than anyone. We elected to encapsulate the brand’s new visual identity in a wordmark without an additive logomark. The shape and framing of the words are the power. Visually, this lends itself well to all applications relevant to the construction industry—mostly big prints and boards that benefit from a large, bold signature. We gave construction’s traditional colors the updated treatment: the yellow is modernized with lime pigmentation while the deep black plays with texture between matte and gloss finishes in print. Their new tagline, “Dominate the skyline”, reflects their mission to turn large-scale and complex projects from plan to property in the most schedule-aggressive and architecturally precise manner. They push the boundaries of what’s possible in New York City, and in the process redraw the City’s silhouette.
-
Results
-
5x
jump in project implementation
-
40%
increase in brand awareness
-
3x
more consultations booked
-
Avion Ventures
