A Brand Design Case Study for Ken Shelton Construction: Bringing a Legacy Brand Into Its Next Chapter

How Strategic Brand Design Helped a Longstanding Renovation Business Attract the Right Local Clients

Ken Shelton Construction has been renovating homes for decades, and for our family, this work has always been close to home in more ways than one.

Long before websites and social media mattered, my dad, Ken, was building a reputation through steady work, word of mouth, and the kind of craftsmanship that speaks for itself. My mom, Michelle, handled the office side of the business, keeping things running smoothly behind the scenes. Over the years, our family naturally supported the business wherever help was needed, from paperwork to projects to lending an extra set of hands.

As the work evolved, the business grew into something more refined than it once was. The brand, however, was still reflecting an earlier chapter.

The logo and website were familiar and worked well, but they no longer matched the care put into each renovation. The website also brought in inquiries from outside the service area, which meant more back-and-forth and less time with the right local clients.

*This project was completed in April 2022 and has been thoughtfully updated to reflect how we support clients today.

A long-standing promise carried forward through the updated brand, "turning houses into homes since 1996" - Ken Shelton Construction. Designed by Logodentity.

Brand Design Case Study Overview

This case study shows how updating the brand helped our family’s construction business better match the quality of work we’ve delivered for decades.

Built on Craft, Ready for What’s Next

Ken’s approach to renovation has always been hands-on and detail-driven. He takes pride in doing things well and doing them right, whether that means a full home renovation or a small remodel that still deserves the same level of care.

What had changed over time was the scale and complexity of the work. Clients were trusting Ken with homes that carried real emotional and financial weight. The business had grown into a more refined phase, even though the brand hadn’t yet caught up.

The disconnect was about communication.

Clarifying What the Brand Needed to Communicate

The brand needed to quickly show who Ken Shelton Construction serves, where they work, and what kind of care homeowners can expect.

Because renovation is such a local service, service-area clarity mattered more than it might for other businesses. The website needed to help homeowners quickly recognize whether this was the right fit, while also filtering out inquiries that weren’t aligned.

Ken Shelton Construction's website design focused on clarity, local service areas, and an easy path for the right clients to reach out. Designed by Logodentity™.

Updating the Brand With Care

Since we know the business well, we carefully chose what to keep and what to change. We looked at the types of projects Ken does, how clients feel working with him, and what the business is known for in the community.

We updated the visual identity to look more polished and thoughtful, but kept it familiar for longtime clients. The website was redesigned to clearly show services and the service area for both search engines and people. We also refreshed brand materials so everything felt consistent and easy to use every day.

Nothing was added for the sake of adding. Every decision was made to support the business without complicating it.

The primary logo for Ken Shelton Construction is shown alongside a finished bathroom renovation to reflect the business's quality and craftsmanship. Designed by Logodentity™.

A Brand That Matches the Homes They Renovate

Now, the updated brand matches the quality of work Ken Shelton Construction provides.

The visual identity feels calm and confident, while still approachable. The website sets clearer expectations and helps local homeowners understand the types of projects Ken specializes in before they ever pick up the phone.

Rather than feeling flashy or overdone, the brand feels settled and intentional, much like the homes being renovated.

What Changed After the Update

As a renovation business in Virginia, clearer service-area messaging made a real difference. After the new brand and website launched, more local homeowners reached out, already knowing what kind of work Ken Shelton Construction does and where they serve.

Branded shirts, business cards, and annual holiday cards became familiar touchpoints on job sites and within the community. Behind the scenes, clearer systems helped day-to-day operations feel more straightforward.

Most importantly, the brand started working quietly in the background. Ken and Michelle could spend less time explaining their business and more time focusing on their work.

Core brand elements brought together to guide everyday use, from stationery to client communication for Ken Shelton Construction. Designed by Logodentity™.

“When it comes to remodeling, we can create anything. But when it came to branding our business, we didn’t know where to start. Ashley was so wonderful to work with, making the process easy and fun. We told her about our business and our values. From there, she was able to create and put together everything our business needed to create a solid brand. We are so grateful for her knowledge and work. Now we can get back to what we do best — remodeling.” - Ken & Michelle Shelton Ken Shelton Construction

An Invitation to Bring Your Brand Forward

Many established businesses reach a point where their work evolves, but their brand stays the same. When that happens, even small updates can make a meaningful difference.

The Brand Voyage™ is for businesses that want their brand to show the quality of their work and support their next steps, without losing what made them trusted from the start.

When you’re ready, we’d love to help you bring your brand into its next chapter.