Treadlight Construction needed to relate to their target audience and attract top tier talent. Our objective was to diagnose the perceptions of their current brand and develop a more accurate representation of who they are.
We identified a target audience, changed the name to communicate the founders' sustainable focus, and developed an identity that stands out from the competition.
When the target audience was asked what Treadlight made them think and feel, the answers were cautious and heavy. Haven evoked feelings of progressive thinking, environmental concern, and a place to build a nest. Furthermore, despite having the same amount of syllables, Haven is easier to say.