Hutcherson Construction
Hutcherson Construction, established in 2014 but with roots spanning three generations, specializes in high-quality home improvements across multiple Michigan service areas. They offer siding, decking, and roofing services aimed at enhancing curb appeal and property value. Known for their customer-first approach, they ensure satisfaction by guiding clients through every step of the project, with payment only upon completion of the work.
Obstacle
As Hutcherson Construction continued growing, there were two key branding hurdles:
Stale Visual Identity: While their quality were evident, their logo and visual presentation no longer reflected the level of professionalism and modern craftsmanship they were delivering.
Brand Perception in a Competitive Field: In a market filled with exterior remodeling providers, Hutcherson needed branding that captured their multi-generational expertise and elevated customer experience so potential clients would recognize not just another contractor, but a trusted, family-run partner for their home improvement projects.
Scope of Work
Strategy:
Discovery Session
Brand Audit
Branding:
Logo Design
Visual Identity
Messaging
Brand Guidelines
Solution
Crystal Cranes partnered with Hutcherson Construction to revitalize their brand identity with a logo that reflects their values, expertise, and local roots.
Logo Redesign: We crafted a refreshed logo that balances traditional craftsmanship with modern design sensibilities. The updated design brings visual authority and warmth—evoking trust, attention to detail, and the strength of a family legacy.
Visual Brand Language
Accompanied by updated fonts and a refined color palette, the new brand identity supports consistent use across signage, print materials, digital platforms, and on-site uniforms—ensuring every touchpoint conveys professionalism and local pride.
