About the Client
We were tasked with developing a comprehensive branding system for InConstruct, a company providing services in the field of investment engineering.
Task
Create a strong, premium corporate identity that communicates InConstruct’s expertise, professionalism, and technological precision.
The brand needed to combine engineering clarity
with strategic investment thinking. We had to position InConstruct as a reliable partner for businesses seeking confidence and structure in complex construction projects.
Strategy
1. Brand Positioning and Research
- Market analysis of leading investment engineering
and construction management firms in Russia and Europe
- Identification of the dominant visual language: outdated metallic color schemes and bulky fonts
- Definition of InConstruct’s differentiation: rational elegance, blending architectural logic with investment precision
2. Brand Platform Development
- Mission: “To bring clarity, confidence, and efficiency
to every construction investment.”
- Values: reliability, modernity, quality, transparency, precision
- The new naming and logo clearly articulate InConstruct’s core identity as a forward-thinking investment engineering firm.
- The visual system captures the balance between technical rigor and aesthetic refinement, appealing
to both engineers and investors.
- The brandbook provided the company with a lasting visual foundation for years of consistent and confident communication.
Today, InConstruct stands as a symbol of reliability and innovation
in the investment engineering industry, a brand built on structure, logic, and timeless design.
3. Naming and Visual Identity
Brandometrics was tasked with creating a name, logo, and brandbook that would reflect three key attributes of the company: Modernity. Reliability. Quality.
- Name: InConstruct — derived from “inside construction,” representing depth, control, and expertise.
- Logo: Geometric, modular construction symbolizing stability
and analytical structure.
- Color Palette: A calm, classical, and refined mix of grey, reflecting premium positioning and resonating with the professional target audience.
- Typography: Contemporary sans-serif with precise geometry, reflecting confidence, innovation, and clarity.
- Visual System: Balanced layout with clean composition, structured rhythm, and restrained use of color and space to evoke trust
and technical discipline.
4. Brandbook and Applications
- Development of a unified corporate design system covering all print, digital, and presentation materials.
- Consistent rules for logo usage, corporate colors, and typography
to ensure brand longevity and scalability.
- Integration into digital platforms, presentation decks, and project proposals for a coherent brand experience.
Challenge
The investment engineering field often presents itself through outdated corporate styles and visually heavy imagery.
The challenge was to move beyond the typical industrial aesthetics: gray tones, rigid grids, and technical clichés, and instead create a visual identity that feels modern, confident, and timeless. Brandometrics had to create
a system that would resonate with a predominantly technical audience, while maintaining a premium, minimalist, and professional tone suited for investors and corporate partners.
The company specializes in assessing the investment attractiveness
of construction and reconstruction projects, preparing investment plans, and managing construction and installation works. Its clients include large private enterprises, as well as technical directors and chief engineers responsible for making data-driven decisions on high-value construction investments.
Building a Premium Identity for a construction Brand
Case study by Brandometrics
Result
Brandometrics delivered a brand that embodies professionalism, trust, and analytical intelligence.
Three brand identity directions created by Brandometrics. The client opted for the first, with its elegant and sophisticated aesthetic.