Schenectady Municipal Housing Authority
From a name on a building to a brand the city can stand behind.
Executive Group furnishes high-end hotels. It stores, delivers and installs everything from the lobby sofas to the guest-room millwork, much of it built in its own shop in Amsterdam, NY.
We traded a busy 3D logo for a square, confident monogram that works as hard as the crews do.
Executive Group started in 2007 as a two-man crew installing millwork.
By 2019 it had a warehouse, a factory, its own trucks and more than 70 employees on hotel projects in New York and Boston. Its logo was still a shaded 3D cube: hard to read small, and hard to reproduce on a crate, a truck or a hard hat.
Hotel brands, purchasing agents and general contractors trust a partner like this with an entire opening. The brand had to look like a company that could carry one.
A hotel opening runs on trust. Every sofa, fixture and headboard has to arrive on time, undamaged and installed right, and clients pick that partner long before the first truck shows up.
A logo that looked like clip art made a company with its own warehouse, factory and installers look smaller than it was.
Does your brand look as big as the jobs you win?
Their own promise says it best: Our logistics, your success.
Every choice in the new identity points back to what Executive Group really stands for.
The two letters fold into one solid block, every turn a right angle, like a corner cut and fitted in the shop.
Follow the white line: it winds from the top of the E to the hook of the G without a break. One route, from the warehouse to the finished room.
Executive Group kept its green, deepened it, and paired it with the gray of the warehouse floor and the job site.
EXECUTIVE is set in square, evenly spaced capitals, steady as a stack of crates, with GROUP in gray beneath.
The mark has to hold up wherever the work goes: in the Amsterdam shop, on crates and trucks in the warehouse, and in the hotel rooms it all ends up in.
The new identity gives Executive Group a mark as solid as its work, and it reads the same on a bid, a crate or a truck.
If people still see you the way they did years ago, your brand may be telling an old story. Every engagement starts with a free consultation, where we look at how you’re seen today and what it would take to change that.
Free consultation No pressure Straight answers
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