To launch this brand, we developed a comprehensive strategy that defined its purpose and offerings for its various audiences. “Build with (re)purpose” serves as an ask to both consider reusing versus buying new and to build with intent by considering one’s environmental impact. The new visual identity is very direct, clean, and professional. The red/orange pieces of the letter forms in the logo are separated, creating a nice baseline for the mark. These shapes also help introduce the storyline of the remnants from previously used materials, products, equipment, with a color change to demonstrate the new life of those items.