case study

BeHome Brand Development, Beckwith Contracting Website Rework

Jacob Beckwith founded Beckwith Contracting in the early ’90s and built a strong reputation for prioritizing faith, family, and lasting relationships—both within his team and with the businesses he served. While the company thrived as a well-rounded contracting firm, Jacob had a new vision: to help families live with dignity and comfort in multigenerational homes, minimizing expenses and keeping properties within families for generations. 

This new venture required a fresh brand identity that clearly communicated the heart of the concept. Inspired by the hexagon and honeycomb structure, Jacob envisioned a visual language that symbolized stability, structure, balance, harmony, and modularity. He had the core idea—but needed creative support to bring that vision to life.

This project was deeply collaborative, with Jacob playing an active role throughout the process. He was involved in key decisions, offered regular feedback, and helped shape the direction of the brand to ensure it stayed true to his values and goals.

The final identity centered on a custom stylized wordmark, with some letterforms replaced with hex shapes and a simplified home icon, to be used as a standalone graphic where appropriate. A supporting tagline was developed to reinforce the brand’s message and clarify its mission. To accommodate varied branding scenarios, multiple logo variations were created, ensuring the identity could scale across both digital and physical media.

The visual system was anchored by a core hexagonal motif—used to create supporting graphics and visual texture throughout the brand. A five-colour palette was developed to allow for a range of tones and applications, while maintaining visual cohesion.

Key deliverables included: brand strategy and concept development, logo and stylized wordmark design, tagline development, brand color palette and supporting graphic system, business cards and printed collateral, business signage and billboard layouts, postcards, ads, sales sheets, and kit folders, and a branded subpage for BeHome on the Beckwith Contracting website.

This system created a cohesive, adaptable visual identity that was able to grow with the business and clearly communicate its purpose.

Most of the time when I’m asked to assist a client with creative work, they tend to take a hands-off approach. We set deadlines and they offer feedback at specified times, ultimately resulting in approval or additional changes. This was not the case with BeHome, and given the ambitious undertaking it represented, it was a good thing Jacob was so heavily involved. There was a lot of time spent in the beginning trying to nail down the narrative and sales pitch behind BeHome, to make it as easy to understand as possible. Thankfully Jacob is more than willing to fully flesh out his thoughts and share them in their entirety with his creative team. I was able to learn much about the lead up to the idea, what drove Jacob to start down this path, and how his beliefs impact his business and how he treats his customers. All of this collaboration resulted in a clear message that accurately described the goal: families living better together. 

It resonated with me as well, since I’m very much in favour of multigenerational living. It makes the most sense, keeps spending down and maintains a family home to be passed down from one generation to the next. Given how difficult it is becoming to purchase or hold onto a home, Jacob’s idea and ambition certainly has great timing. BeHome is one of those projects where I don’t just want to excel for the sake of getting good portfolio pieces; it represents a good solution to a critical problem affecting many people right now, and the more successful BeHome is, the more people it could help.