Voice – Thus

Builder and founder of Adelaide Construction Management, Michael Pipinias set out to overhaul not only his brand but his entire operation. Moving away from being ‘just a builder’, to a full-service bespoke design-and-build offering, the branding needed to convey Michael’s meticulous nature and high-end capabilities. His customised builds are anything but generic, and as such his branding needed to raise himself and his business above a market flooded with similar looking and sounding builders.Quickly disposing of the existing naming, the company was re-named ‘Thus’, meaning ‘therefore’ or ‘as a result or consequence’. Thus represents Michael as the agent of change, the force that makes things happen. This language led to a completely copy-driven brand in which the naming is constantly repeated. The messaging adapts and evolves depending on its application, retaining interest and relevance, and always reinforcing the name. The typographic treatment utilises a stacking aesthetic reminiscent of the construction process.