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Aspect Builders was launched in a short timeline as an entirely new brand division for Critical Path Construction with a focus on residential development.

Under a tight deadline with an approaching trade show, we needed not only develop and deploy a fully-articulated brand but we also had to come up with a name for this new venture.

We worked through a values-driven naming process and rapidly came up with a handful of valid candidates. Once the name was selected we worked on the identity and then rapidly deployed a website and collateral in time for the trade show. The division has developed significantly since original launch.