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Our work with Emotive Brand uncovered the truth that if we embrace empathy as a company, we will be light-years ahead of the competition.”

Steve Patterson, CEO

Bridging the Gap Between Old and New

The visual identity leverages 60 years of brand equity and positions Central Valley for the future. We combined a masculine bold typeface with a more vibrant red color to make the brand look strong, reliable and full of pride. The visual language always balances elements of the old and new, paying homage to the past of Central Valley while always positioning it firmly in the present.

Hammering out a New Brand Architecture

Logo exploration quickly turned into a conversation about brand architecture. Shortening the name to Central Valley (originally Central Valley Builders Supply) gave the company more latitude.

Find the Way

The simple icons and friendly voice of their signage makes shopping at Central Valley a more accessible and uplifting experience. It’s way finding based on a powerful brand promise.

Dressed for Success

We designed uniforms to cultivate pride and a united sense of community.

Sharing Why It Matters

We produced a brand video to generate enthusiasm for Central Valley’s future.

Experience that Works

Measure twice, cut once.

To really get the Central Valley culture, we visited all their locations and interviewed dozens of employees. We ran intensive workshops with company executives to test new ideas. Only then did we develop the brand strategy, including a brand promise that nailed the solution in only six well-chosen words.

What good is a brand promise if you don’t keep it?

We coach C-suite execs about how to live their brand promise, which means setting the bar for all the leaders in the company. With Central Valley, we wrote exceptionally detailed behavior statements for job functions throughout the organization, starting with the CEO.

Honor heritage, but install a brand new attitude.

Any brand that’s built a loyal following deserves respect. But that only takes you so far. We took care to incorporate Central Valley’s heritage into their new brand design. But the new brand also has a new look, a new attitude and that great freshly-painted feel.

Build the future so you can generate excitement for it.

We don’t just transform brands. We help get them out into the world. For Central Valley, we produced a fun brand event and an inspiring video to engage employees, paving the way for external launch. We informed the troops first because they’re the ones who will carry the brand into the future.

Recent Work

Animation of two graphic white parenthesis coming towards each other. Right before they meet in the middle two white circles appear and blink to create a playful face with eyes.
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Embrace

Positioning a category-creating brand to go big.

Animation of the Aperian logo in black text moving from a simple "A" that then expands into a thicker more square like graphic on a cream color background
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Aperian

Bringing a people-led company into a product-led future.

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