RICK Branding

RICK Branding

BRANDING /

RICK

/ SERVICES

Discovery & Recommendations
Brand Foundation
Naming
Brand Identity
Proposal & Print Collateral
Stationery, Internal Forms
Email Blast Template
Merchandise
Social Media
Signage
Video
Launch Consulting

/ OBJECTIVE

To support their 2030 strategic plan, RICK underwent a significant transformation with a complete overhaul of its branding. 

The rebranding initiative sets the company on a path toward future success by modernizing its image and identity. The result of this massive effort is remarkable.

/ BIG IDEA

We recommended shortening their brand name to just RICK – a name already used by customers and employees alike. RICK didn’t want to completely abandon their legacy, so we cleverly incorporated a nod to their history with the blue triangle in the new logo.

/ LOGO MEANING
AEC Logo Meaning
Color Palette
AEC Business Cards

Brand foundation by LecoursDesign.

/ CORE VALUES

Ignite with Passion 
Our enthusiasm is an irresistible force for innovation and transformation.

Cultivate Curiosity & Diversity
We keep an open mind to dialogue and inspiration from all sources.

Place Clients at the Heart
We earn our client’s trust one gesture at a time. Start with empathy. For our clients and their clients.

Empower & Celebrate Our People
We empower our people to share their authentic brilliance for the benefit of all.

/ BRAND PERSONALITY

These adjectives are used to shape all marketing, recruiting, and communications.

Trusted

Rigorous

Transformative

Dynamic

Innovative

Collaborative

AEC Business Cards
/ LOGO BEFORE & AFTER
AEC Logo Meaning

/ FACEBOOK BEFORE & AFTER

AEC Business Cards

/ INTERIOR OFFICE BEFORE & AFTER

AEC Business Cards

/ BRAND GUIDE

AEC Business Cards

Ascent Branding

Ascent Branding

BRANDING /

Ascent

/ SERVICES

Discovery & Recommendations
Brand Foundation
Brand Identity
Digital Brand Guide
Voice & Messaging
Website

VISIT WEBSITE

/ OBJECTIVE

As Ascent moved forward with its vision, it became apparent that its existing brand identity and messaging no longer resonated with its goals. It was essential to update the outdated branding to reflect the company’s new direction.

As a result, Ascent embarked on a brand refresh project that entailed revamping the website and refreshing the brand identity.

/ BIG IDEA

By switching the perspective of the logo to a worm’s eye view (looking up), it better conveys a symbol that is ascending.

The new typography communicates bright, modern, and looking toward the future.

/ LOGO MEANING
AEC Logo Meaning
Color Palette

We designed custom-illustrated postcards that are sent to a colleague when they exhibit one of Ascent’s core values. These postcards serve as a meaningful recognition of our values in action. The postcards come with a perforation line at the bottom, which allows the sender to keep a memento of the postcard that can be utilized as a bookmark.

Digital Brand Guide by LecoursDesign.

Brand foundation & messaging by LecoursDesign.

/ PURPOSE

Our ascent is powered by nurturing our people.

/ VISION

We are inclusive, diverse collaborators who advance community and environmental stewardship.

/ CORE VALUES

Care and Be Kind
We care deeply about the success of each other, our clients, and the communities we serve.

Be Creative
We solve unprecedented problems with creativity and innovation,
then openly share our knowledge as thought leaders.

Model DEI Behaviors
We welcome, uplift, and create a culture of inclusivity, make equitable and transparent decisions,
and model inclusive behavior.

Be a Steward
We plan for the resiliency of our communities, our environment, and our firm.


Go Beyond Convention

We go above and beyond in our commitment to create quality in substance and expression,
serve others above self, and demonstrate integrity.

/ BRAND PERSONALITY

We’ve established five brand personality attributes to guide all future marketing communication materials and activities:

Welcoming

Imaginative

Modern / Sophisticated

Unconventional

Leading Edge

/ POSITIONING STATEMENT

We are a collaborative, solving unprecedented challenges, with science, planning, design, & kindness.

Color Palette
/ CLIENT TESTIMONIAL

David and his team guided us through defining our vision, purpose, core values, brand personality, and positioning in the marketplace. They even crafted our new logo and brand colors. Armed with this strong identity, we collaborated seamlessly on our website—from strategy and content to design, coding, and training for our custom CMS. The result? A website that authentically reflects who we are.

Christy Ryan

Marketing Director, Ascent

Beachcraft Branding

Beachcraft Branding

BRANDING /

Shawn Nelson Builders is now Beachcraft.

/ SERVICES

Discovery & Recommendations
Brand Foundation
Naming
Branding
Marketing Collateral
Voice & Messaging
Email Marketing
Website Design

VISIT WEBSITE

/ OBJECTIVE

With a target market of Los Angeles beach cities and a reputation for the craft of building, LecoursDesign provided naming and branding for Beachcraft. The new name and branding transfer the focus from Shawn Nelson (the person) to Beachcraft (the team).

Employees, clients, and LecoursDesign are proud of the results.

/ IDEA

We established a brand that captures the essence of the firm’s exquisitely crafted homes with a blend of beachy and lively elements. We created a distinct identity that reflects the firm’s disciplined excellence while also radiating trust and positivity.

/ LOGO MEANING
AEC Logo Meaning
AEC Business Cards
AEC Business Cards

Brand foundation & messaging by LecoursDesign.

/ PURPOSE

To maintain the integrity of the design vision of our client & architect and build a home that is meticulously crafted and enduring.

/ VISION

We are recognized as the premiere builder of custom residences in the South Bay. The company is flush with work that is spread on a good cycle.
/ CORE VALUES

Do the right thing.
Do your best. With integrity, honesty, decency.

Manage the Clients Expectations.
Underpromise and overachieve.

Communicate. Communicate. Communicate.
Respond quickly. Provide clear expectations. Communicate with a purpose.

Pursue Excellence
Pay meticulous attention to details.
Be Curious – embrace learning, ask why, ask how we can do it better/find a better way.

Be Disciplined
Be organized. Be process-oriented. Use a system that you can rely on.
Plan your work; work your plan. Set targets – aim for nothing, hit nothing.

/ BRAND PERSONALITY

We’ve established five brand personality attributes to guide all future marketing communication materials and activities:

Niche

Crafted

Disciplined

Best-in-class

Trusted advocates

Yes we can! Here’s how…

/ NAMING FINALISTS

/ POSITIONING STATEMENT

We build and maintain bespoke Manhattan Beach homes for discerning homeowners. Premier architects and designers value our disciplined approach to the complex homebuilding process.

/ TESTIMONIAL

“I just have to tell you that the whole Shawn Nelson Builders to Beachcraft evolution and deliverables are really terrific. Everything is so spot-on and refreshing. Well done!

Grant C. Kirkpatrick, FAIA

Founding Partner, KAA DESIGN

AEC Advisors

AEC Advisors

BRANDING / CASE STORY

AEC Advisors

/ SERVICES

Discovery & Recommendations
Brand Foundation
Brand Identity
Collateral
Voice & Messaging
Digital Marketing

VISIT WEBSITE

/ OBJECTIVE

Like most start-ups, AEC Advisors used minimal viable branding for its first few years. But the firm has ambitious plans and needed a re-brand to communicate where they are headed, not where they’ve been.

LecoursDesign was hired because we are branding and AEC industry experts; Our clients are also AEC Advisors clients.

/ IDEA

Architecture, Engineering, Construction, or Consulting is often written A/E/C. The new logo is a play on this. The angle up and to the right is also a graphical reference of adding financial value (something that AEC Advisors do).

/ LOGO MEANING
AEC Logo Meaning
Color Palette
/ SEAL MEANING
AEC Business Cards

Brand foundation & messaging by LecoursDesign.

/ PURPOSE

We help A/E/C firm leaders to confidently address financial issues and opportunities, so they can focus on clients, projects, and people.

/ VISION

We elevate our industry to be the most respected and valuable, over the next decade.

Purpose video by Josh Miles

/ CORE VALUES

Share your individual best for the benefit of all.
Combining diverse strengths powers our team to reach elevated outcomes.

Aim to surpass your former self.
Small incremental improvements compound into radical transformation.

Use empathy as your superpower.
Understanding others’ needs is our first priority. Then we provide authentic advice.

Make integrity contagious.
Every choice we make reflects who we are; as individuals and as a firm.

Be responsive; Act intentionally.
We are responsive with our team as well as our clients.

/ BRAND PERSONALITY

We’ve established five brand personality attributes to guide all future marketing communication materials and activities:

Focused

Trusted

Sincere

Best-in-Class

Progressive

/ POSITIONING STATEMENT

As AEC Advisors, we focus on M&A and corporate finance. The industry trusts our data, expertise, and network to build stakeholder value.

/ CLIENT TESTIMONIAL

“LecoursDesign did our rebranding, website, and office renovation design. We could not be happier. David is the kind of person who really gets to know his clients and puts together branding options that speak to your firm’s culture. The initial process of learning who we were, and the audit he did of our clients, was the most valuable part. We learned more about what we need to do to achieve our goals than we anticipated.”

Josh Lahre

Co-Founder & Partner, AEC Advisors

* A / E / C = Architecture, Engineering, & Construction (but you already knew that)
© LecoursDesign 2023