JL Performance Homes branding/logo Design
JL Performance Homes, a Michigan-based residential construction company, is seeking a graphic designer to create a set of logos (main, secondary, black and white) and advise on fonts, color palettes, and usage rules. The company focuses on high-performance, energy-efficient homes with refined detailing, and expects a brand that feels precise, engineered, intentional, and quietly premium. The branding should avoid typical contractor or rustic styles, instead reflecting methodical craftsmanship, trustworthiness, and a warm, refined, but not industrial feel. Examples of preferred visual direction have been provided.
Budget range:
Simple project
Examples:
https://www.aftconstruction.com/
https://hammerandhand.com/
https://birdseyevt.com/
About the client
Jl Performance Homes Branding Prep Brief JL Performance Homes — Branding Prep Brief Core Brand Vision JL Performance Homes is a Michigan-based residential construction company focused on:
High-performance homes
Tight construction practices
Energy efficiency
Long-term durability
Precision craftsmanship
Refined detailing The company should feel:
Precise. Engineered. Intentional. Quietly premium. NOT:
Loud contractor branding
Rustic cabin aesthetic
Cheap production builder energy
Overly trendy luxury branding
Aggressive masculine construction graphics Brand Personality
Primary Traits
Precision
Every detail matters. The company should feel methodical, controlled, and intentional. Performance
Homes are built beyond minimum standards with a focus on envelope quality, durability, and efficiency. Craftsmanship
The homes should still feel warm, refined, and human — not cold industrial engineering. Trustworthiness
The company should look stable, mature, and dependable.
- Hiring as
- A company
- Hiring stage
- I will possibly make a paid hire
- Work type
- Single job, potential follow-up
- Experience level
- Junior, mid-level
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