Slotegraaf built Case study
Brand development specialists
Built beyond expectations.
Slotegraaf is a client-first, family-run company that has grown exponentially over the past 45 years. As award-winning custom home builders, they’ve earned an outstanding reputation for their craftsmanship and service. Recently, their focus has expanded beyond timeliness to delivering an elevated client experience, and they sought a brand identity that reflected a more modern and professional image. Capture was excited to partner with them on this branding and messaging refresh.
Brand messaging | ad copywriting
What is your business saying?
To reflect their shift in focus, Capture was engaged to review Slotegraaf’s core messaging—refining both internal communications and external advertising to ensure consistency and clarity.
Getting it write
Before we started scribbling in our sketchbooks, Capture worked with the Slotegraaf team to create clarity and lay a foundation in the following areas:
Develop core messaging, including mission, vision, and values statements, a positioning statement, and a corporate tagline.
Set a clear vision for the brand going forward, and create a strong, appropriately positioned identity.
Brand Identity
How do we want to be perceived?
When the market shifts, it’s essential to evolve with it. For home builders, this means navigating changing trends, styles, and client priorities. To stay relevant while honoring their sterling reputation, Slotegraaf needed a refreshed look that resonated with today’s marketplace.
Putting it together
Where we were
While very effective with their previous focus, the original logo no longer reflected Slotegraaf’s current priorities, growth, or elevated level of professionalism.
BEFORE
A solid idea
Inspired by the simplicity of modern custom homes, the blocky ‘S’ icon forms a strong, versatile mark that allows for creative applications while maintaining a sense of solidity.
Speak the language
Drawing inspiration from refined European typefaces, the wordmark is a modern sans serif that is clean, distinctive, and has a quiet, elegant presence.
Less is more
Reflecting their renewed focus, the new tagline communicates that a Slotegraaf Built home is not only trusted for its quality but also is expertly crafted, no matter how complex the design.
BEFORE
Putting it together
Where we were
While very effective with their previous focus, the original logo no longer reflected Slotegraaf’s current priorities, growth, or elevated level of professionalism.
A solid idea
Inspired by the simplicity of modern custom homes, the blocky ‘S’ icon forms a strong, versatile mark that allows for creative applications while maintaining a sense of solidity.
Speak the language
Drawing inspiration from refined European typefaces, the wordmark is a modern sans serif that is clean, distinctive, and has a quiet, elegant presence.
Less is more
Reflecting their renewed focus, the new tagline communicates that a Slotegraaf Built home is not only trusted for its quality but also is expertly crafted, no matter how complex the design.
Capture’s creativity and attention to detail brought everything together beautifully, while their clear communication and responsiveness made the process smooth from beginning to end. The final result is an updated brand and website we’re proud of – and a true reflection of who we are.
Deb slotegraaf
Owner & marketing manager
Owner & marketing manager
Web development
A custom build
A brand’s online presence is one of its most important showpieces. To reflect Slotegraaf’s renewed vision, a custom website was developed to showcase the full range of their work. It appeals to all age groups and budgets while consistently highlighting the company’s focus on client expectations, expertise, and quality. Current, high-quality photography by Capture played a vital role in bringing this presentation to life.
Signage | Print design | vehicle graphics
Consistency is Key
Creating a consistent message across all brand touchpoints is the most effective way to remain memorable and build excitement. By treating each element as part of an integrated system, the same story can be told across everything from magazine ads and vehicle graphics to jobsite and building signage.
Curious about what branding could do for your company?
For more than a decade, our team has guided hundreds of businesses and organizations through branding and rebranding. Our approach explains and breaks down the creative process, bringing clarity and strength to your communication
