BRAND IDENTITY LAUNCH: SAY HELLO TO THE NEW TURNER CONCRETE
A major rebrand is more than just a fresh look. It is a journey of discovery, strategy, refinement, and countless hours of careful execution. While the world typically only sees the final product, we wanted to reveal the depth of effort that went into this transformation.
Turner Concrete, formerly known as Turner’s Custom Concrete, is a local custom concrete company located in the northwestern plains of Illinois. In a crowded market that maintains a hometown feel, the company recognized the importance of reputations and word-of-mouth recommendations when consumers sought contractors. While the community had recently begun to embrace modernity, residents were not interested in big-city solutions for their local needs and felt uneasy dealing with companies that appeared stuck in the 1990s. To improve its market positioning and better convey its story, Turner approached Willful for guidance.
The solution was to create a comprehensive brand identity that would effectively showcase all the expertise within Turner Concrete, establishing it as a trusted brand suitable for a rural, small-town market and beyond. Willful developed a brand architecture, created brand guidelines, and implemented strategic tactics designed to reposition Turner Concrete as a contemporary and unique leader in the industry. The new brand identity is visually memorable, striking, bold, and captures the true essence of Turner Concrete's professionalism and craftsmanship.
