Why Building a Brand Matters? The Efforts to “Level Up” Elite’s Brand Identity


There are many elements that go into building a company’s brand and 2021 marked a year of refreshing, or as we like to say, “leveling up” our brand. After 13 years in business, we wanted to elevate our story by first reexamining our “face” (logo) and “voice” (brand personality) to match the intangibles of emotions and human and professional experience that exist at Elite.

As Seth Godin, entrepreneur, best-selling author and public speaker, states “a brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” We agree and wanted our story to be meaningful, contemporary and exude the “Work Hard + Stay Humble” mentality of our team.

We turned to Spokane-based, Propaganda Creative to help us establish a new logo and brand guidelines. “At Propaganda, a brand is more than a mark. We strive to create unignorable work that represents our client’s unique voice.” said Creative Director, Philip Glenn. He added, “We loved working with Elite to create their new brand. Elite’s “Work Hard + Stay Humble” mentality and core values drove the creative process and provided the foundation on which we developed their new identity. We are so excited to see this brand move from the drawing board out into the world.”

While updating our brand identity requires more than visual components, such as our logo and website, we know the consistent presentation and tone of all branding elements are an important step in our transformation, including our ongoing jobsite signage and social media efforts. More exciting things to come soon.


Elite Construction + Development is a full-service general contractor based in the Pacific Northwest. We offer comprehensive government, commercial, and luxury residential construction support and services. Our motto, “Work Hard + Stay Humble”, is our long-standing commitment to provide unparalleled client service and to do so with honesty, integrity, innovation, and a resolve to make the end-product next level. Welcome to an Elite way of doing business.