Location:
Sparks, NV
Type of Work:
Brand Identity
Partnership:
Second Story Marketing Group and Techurai
Sparks, NV
Brand Identity
Second Story Marketing Group and Techurai
Northern Nevada has been one of the most active construction markets in the country. Data centers, warehouses, logistics facilities, and residential development have driven sustained demand for skilled trades workers throughout the region. The Northern Nevada Sheet Metal and HVAC Apprenticeship program trains the workers who install and maintain the systems those buildings depend on.
The program needed a brand identity that could communicate that opportunity clearly to prospective apprentices while distinguishing itself from its Southern Nevada counterpart. That differentiation mattered, both for clarity in the market and for giving the program a specific regional identity it could build recognition around.
Second Story Marketing Group coordinated the engagement and handled copywriting. Fairbuilt led design across the training center brand identity and materials.
Fairbuilt developed the brand identity with the differentiation from other trades training centers as a deliberate design consideration from the start. The visual direction, color system, and graphic language were all calibrated to feel distinctly Northern Nevada, connected to the region's construction landscape and the communities the program recruits from rather than being a geographic variation of the same template.
The identity work went from basic positioning through visual execution, covering the logo, color and type system, and the core graphic assets the program uses across materials. Outreach materials were developed for the recruitment channels the program relies on most. Web creative direction gave Techurai a clear visual framework to work from for the digital presence. Social media templates gave program staff a toolkit for consistent ongoing content.
The Northern Nevada program came away with its own distinct identity rather than a regional variation that looked like everything else in the sheet metal training space. The materials have given the program a more consistent and professional presence across recruitment, and the creative direction established a visual foundation for the digital work.
The differentiation from Southern Nevada and other trades training centers was noticed. The program has a clearer sense of its own identity in the market as a result, which matters for recruitment in a region where the construction boom has made skilled trades careers genuinely competitive with other options.
Two established Portland, Oregon architecture firms. Eight stakeholders with eight points of view. One generational transition and a brand that had to honor the history of both firms while making room for where the merged practice was headed.
Services: Naming, Brand Strategy, Brand Identity
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Services: Website Strategy, Website Design & Development, Photography