Central Valley is a multi-location lumber and building supply company that serves consumers and professionals alike in the central valley of California. They are a local favorite but they had a hard time expanding beyond their existing customer base. Anchored by the promise: making the next moment truly matter, we developed a brand strategy that revolves around connecting with customers in personal and meaningful ways. 

The visual identity pays homage to Central Valley's heritage while positioning it firmly for the future with a versatile and coherent layout system. We combined a masculine typeface with a vibrant red color to make the brand look proud, fearless, and trustworthy. My main responsibilities were storyboarding and art-directing the brand video, and designing the brand collateral, guidelines, signage, and the brand launch materials.