zag creative

The Challenge

Carlson Construction and CPI Construction, two construction companies with an intertwined history, were merging their operations and required a brand that represented the history of the two entities and where the company was headed.

The Plan

The plan was to develop a brand that leveraged the recognition and history of Carlson Construction and the progressive image of CPI Construction. In addition, the brand was to be launched in a comprehensive and strategic manner that coincided with the two companies moving under one roof in a new location.

The Results

The resulting identity combined the best of both brands by leveraging the strength and history of the Carlson Construction name and infusing the forward-thinking nature of CPI Construction in the logo design and chosen fonts. In addition, a sell line was developed to also speak to the merge and direction of the new company – Legacy Meets Innovation. The client was extremely pleased with the results and provided the following feedback:


The Carlson look and feel of today is one that Zag helped us to identify and create. The results prove that Zag is invested in their work and always had our best interests at heart.
– Jayson Barclay, Vice President Corporate Services