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Troup Construction
Services
Brand Identity
Scope of Work
+ Creative direction and mood board
+ Logo suite, submarks, and icon set
+ Color palette and type system
+ Brand strategy: essence, mission, vision, and core values
+ Brand voice and tone guidelines
+ Brand guidelines
+ Instagram post and story launch templates
Year
2026
THE BREIF
Troup Construction builds and remodels homes across Orange County, from North Tustin to the beach cities. Dan is on every site, steers his clients toward materials that will age well, and will tell you when an idea is a bad one. The business ran on his name, his standards, and his cherished relationships with his clients, but nothing about the brand was telling that story. He wanted a brand built to the same standard as his homes, with the care of the hands behind it still visible.
THE APPROACH
The starting point was simple. This brand should be built the same way Dan builds. Nothing decorative, nothing borrowed, no shortcuts to look established off the bat.
Typography carries the identity. We drew from the earliest markings of industrial America: foundry stamps, stencil markings, hardware numbers, the struck letters of a typewriter. Every one of those marks was made by contact, and that slight irregularity reads as evidence of craftsmanship. A heritage serif leads, a modern sans keeps it current, and a typewriter mono shows up in captions and quotes. There are no hammers or rooflines in the mark, because every builder in the category already has them.
The palette is pulled from the materials on his job sites: Limestone, Slate, Poplar, Maple, a soft Slurry white, and Onyx to anchor it all. Warm, unhurried, and elevated. Then we wrote the words to match: a brand essence, mission and vision, four core values, and a voice built on three rules (warm, candid, and exacting), with the humor left in on purpose.
THE OUTCOME
A full logo suite, primary and secondary submarks, a custom icon set, Instagram post and story templates, and a brand guideline written to work like an operating manual. The voice rules are specific enough that anyone joining his team can pick them up and sound like Dan on day one. The new identity is set to launch across his website, collateral, and socials.
