Cross Construction had built a reputation for high-quality work and technical expertise, but their visual identity hadn’t kept pace with the company’s evolution. The existing brand felt dated, and the logo—with its workmark intersecting the symbol—was technically difficult to use in isolation. This created practical challenges across digital and physical applications, limiting its flexibility and impact.

As the company took on more refined, design-led projects, they needed an identity that aligned with the elegance and precision of their work, as well as their aspirations for the future. The brand needed to feel more considered, more architectural, and distinctly high-end.

I approached the rebrand with care, identifying recognisable elements worth retaining to preserve existing brand equity. These elements were reworked to bring clarity, balance, and sophistication to the identity, while ensuring technical performance at every size.

The redesigned logo maintains the essence of the original mark, but now functions flawlessly across all formats—from digital favicons and embroidered uniforms to signage and branded collateral. It’s structured, elegant, and communicates technical rigour with subtle confidence.

The broader visual identity was built to mirror the company’s aesthetic and professional progression. A refined typographic system, paired with a muted, contemporary palette, gives the brand a quietly luxurious tone—perfectly aligned with the detail and care that defines their work.

This is an identity that works harder, looks sharper, and reflects who Cross Construction Solutions has become.

Art Direction
Brand Identity
Logo Design
Brand Guidelines