Cru Concrete

Cru Concrete, formerly known as Hottmann Construction, operates out of southern Wisconsin. Following their name change, they needed a bold new identity to match their evolution. I was tasked with creating a new logo and comprehensive identity system.

To ensure the name read as a single word rather than an acronym, I designed custom letterforms, including a distinctive lowercase "r." The resulting logotype is modern, strong, and built to convey durability and confidence. I extended this identity into a full brand system that included website design, brand standards, business cards, and email signatures to bring the new Cru Concrete brand to life across every touchpoint.