High-end custom home builder, Birchwood Construction, sought a brand representative of the beautiful homes its team constructed. While internally the company was fostering a family-first attitude toward building, the consumer-facing brand was left untouched, as it had been for more than two decades. The leadership saw the need to update the brand and create messaging centered around Birchwood’s relationship-based approach to building.
From our first meeting with the Birchwood team, we were awed by the amount of passion exuberated by every employee. In fact, the employees were so more than that to one another—they were family—the Birchwood family. Here, we found the basis for the company’s identity and messaging.
We laid the foundation of the logo in a family crest; a badge the Birchwood family would wear with honor. The color palette was derived from Northern Michigan’s beautiful land and water. Birchwood homeowners know this backdrop well.
Messaging was built with a focus on relationships. More than completing building and remodeling projects for homeowners, the Birchwood family is forging lifelong relationships with these individuals.
The nature of the messaging is dynamic, allowing Birchwood to target diverse audiences while staying true to its relationship-centered brand voice.
“Arielle and Shelley of Current 120 were a joy to work with! They successfully assisted us in rebranding our company of which the web site was only a piece of the puzzle. We had an idea and they turned it into a reality! The response in our marketplace has exceeded expectations! If imitation is the sincerest form of flattery they hit it out of the park! They are a high energy team, extremely responsive, very creative, always positive, will think outside of the box, are great listeners, and open to all suggestions! We highly recommend Current 120!”
- Tom Adams, Partner at Birchwood Construction Company
The website serves as a gallery for Birchwood’s stunning portfolio of work. Not only does it showcase interior and exterior details, but it also captures authentic, joyous moments of homeowners loving their enhanced lifestyles. Populated with lifestyle photography and storytelling, this website stands out from the industry standard.
The website wireframe and content were strategically structured around SEO (Search Engine Optimization) to reach homeowners looking at Northern Michigan for vacation homes and residency.
Discovery + Strategy
Strategic Communications Plan
Website Design + Copywriting
Mission, Vision, Core Values
Social Media Strategy