When Bill Darrah came to us, he was about to sell his luxury construction business in Maui and focus on helping up and coming builders build their own businesses. Our scope of work included developing a name, creating a logo and brand guidelines, writing his positioning, mission and vision statements as well as a manifesto that would inform his business decisions moving forward. As we worked on messaging, we also developed his “product” offering and the business structure that he continues to use today and is laid out on his website.

The company name obviously comes from the owner’s name, Bill. But during the discovery phase of developing his positioning statement, a big part of Bill’s mission was to help inspiring builders get from Point A, where they were currently, to Point B, which is a place of success and financial independence.

Though we developed a wide range of logo options, we landed on one of the simplest and boldest, which reflects the way that Bill has always approached luxury residential projects and his business.

Here are a few of the logo options we looked at in the process.

And this is the abbreviated brand guidelines we created with the logo option that was selected.

The positioning and messaging comes to life in the website, as does the product offering.

Services: Creative Direction / Design / Branding / Brand Strategy
Client: Bill Darrah / Point B Advisory