The greatest challenge we encountered when developing the visual identity for the Ferree Group, Inc. was the being constantly aware of the two distinct demographics that the company is balanced between: new clients and trade professionals. The Principal of the Boston based general construction company was very conscious of the importance of having a strong, professional brand he would present to new and potential clients. At the same time, he was also very concerned about the trade professionals and B2B vendors he worked with on daily basis and didn’t want his company’s new identity to feel too “design-y.” Taking this into account, we developed a classically simple, bold type treatment to complement the “F column” icon. The column itself was born from the group’s dependability and commitment to quality work.
Typically, we are hired to design business cards once a logo project is completed. This is ideal for us as it’s typically our first opportunity to take a logo and start crafting a bit of a brand around it. Here are the Ferree Group business cards.
