For the branding, I designed the logo, chose the typography, and developed the color palette. I picked a bright red color to convey energy, urgency, and the hands-on nature of construction work. The red also helps the brand stand out in a competitive industry. I included a building silhouette in the logo to directly connect the identity to the city’s skyline and the construction field, making it instantly recognizable to the target audience. The typography is bold and straightforward to reflect the professionalism and no-nonsense attitude of the superintendents the association represents.

Overall, the design aims to balance strength and approachability, communicating both authority and community within the NYC construction industry.