The hard part was tone. Push too clean and it looks like a tech startup that's never touched a building site. Push too rough and you're back to the same crane-and-hard-hat cliché I was trying to get away from. It had to feel built, heavy, honest, while still reading as something a designer actually thought about. On top of that, a construction mark has to survive everywhere, tiny on a business card, huge on site signage, stamped on materials that were never made to carry a logo. So it had to stay simple and structural enough to hold up at any size, and impossible to mistake for anyone else. That was the whole target.