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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
Arial photograph of Central Valley promotional items. The color sheme is a light brown, of white and red. The items include a measuring tape, brown paper bag, hammer, handyman apron/belt, document envelope, letter head, a magazine spread, clipboard, pencils, a box cutter, shopping bag, business cards, ruler, hanging aisle sign and red twine. The items are neatly organized in straight lines within a rectangular shape on a grey background.

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.

Two photographs next to each other. Te left photo js an image of a large wooden sign that has a simple floorpan of hardware store sections and arrows pointing to each area of the store. The top and bottom of the sign are red and the top has wood colored text that reads in all capital letters "WELCOME", the bottom of the sign reads in all capital letters "CENTRAL VALLEY". The right photograph is of the interior of a hardware store, isles and large signs hanging from the ceiling describing the sections of the store in both English and Spanish.
Three photographs of the outside of a warehouse. The top image is of the bay doors of the warehouse opened up with boxes and pallettes stacked. The side of the warehouse is red and has large white text that reads in all capital letters "FOR THOSE WITH A PASSION TO BUILD". Below this are two phots next to each other, the left photo is an interior photo of people sitting a large table inside one of the cargo bays of the warehouse. The walls are white and there is large red text that reads in all capital letters "WE ARE PROUD". The photo next to this is another outside photo of the warehouse with open cargo bay doors with palettes and other industrial items in front of it. The side of the building is red and has large white all capital text that reads "60 YEARS OF HERITAGE".
Three photographs of the outside of a warehouse. The top image is of the bay doors of the warehouse opened up with boxes and pallettes stacked. The side of the warehouse is red and has large white text that reads in all capital letters "FOR THOSE WITH A PASSION TO BUILD". Below this are two phots next to each other, the left photo is an interior photo of people sitting a large table inside one of the cargo bays of the warehouse. The walls are white and there is large red text that reads in all capital letters "WE ARE PROUD". The photo next to this is another outside photo of the warehouse with open cargo bay doors with palettes and other industrial items in front of it. The side of the building is red and has large white all capital text that reads "60 YEARS OF HERITAGE".

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

Photograph of a young woman with a slight smile in light green T-shirt with a logo on the front right breast. Her arms are bent as if they are on her hips, we see her from the chest up. There are bags of potting soil and plants in the background.

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.

Four people in a work conference room looking to the left. There is a large table in the center with papers, coffee and water bottles suggesting the people are in a workshop. There is a large monitor on the wall behind the people with black text on it.

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.

Closeup photograph of black hand writing of brand strategy on a white board

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.

Photograph of two men unrolling a white, human sized Central Valley sign on a stage.

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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