KEEN CONCRETE: Building a Strong Foundation

Keen Concrete initially came across Byron's desk a few years ago when they needed a website done. Byron did a spectacular job on their website and they were happy. A few years later, Ryan Lester, the president wanted to take his company up a notch and approached us to create a brand strategy for his company. He was looking to implement messaging and a visual identity that looked a little more professional and polished. We were happy to take on the challenge and help Ryan create a new foundation for Keen Concrete.


Design a logo that still reflected the companies branding they already had intact, but make it look a bit more modern and on the level with other construction companies that are prominent in the North County San Diego area.


Balance the logo out by making the "KC" bolder and evening out the aesthetics of the logo. Create two different logo options so it could be utilized in a horizontal or vertical disposition. Change the color from black to a charcoal to better represent concrete and compliment the orange.


Logo Development

Website Development

Visual Identity



Apparel Printing


We took a look at the foundation of the logo and really saw some things that we could build off of it. We didn't want to change the logo too much, it already had brand recognition. The logo just needed to be bolder all the way around, after all, this is a concrete company and the logo would be seen on heavy equipment. I drew some inspiration from the old railroad car logos I used to see flying by me as a kid...big, bold, simple. I thickened up the lines above and below the "KC" and moved them to cover the whole logo. Additionally I changed the black  and it worked, it felt complete.

2020 Keen Concrete Website.png
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Let’s be honest, logo’s and rebranding for a company is not something a small business owner has any time or resources for and my case is no different. Fortunately however, I was referred to Cutting Edge Design and to put it simply, this was the best investment I have made in our company since opening our doors less than 4 years ago! I had a very simple logo to get the company started with; however, as we have grown over the last couple years, we definitely needed a revamp with our logo and branding. Within hours of reaching out to Aric, I had already received a branding proposal with some ideas and I was completely sold on and after a little fine tuning here and there, I was having Aric order business cards, stickers, graphics, t-shirts, notepads, banners, etc. To put it simply, Cutting Edge Design was a breath of fresh air and has really transformed the appearance and brand of our company. We look forward to working with Cutting Edge Design for many years to come with many more refreshing designs and ideas!

-Ryan Lester

President Keen Concrete

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