Total Basement Finishers
A Dual Brand Strategy for Growth in Virginia
Overview
Total Renovating approached me to transform their identity into something that could scale not just visually, but strategically. With services spanning kitchen and bath remodels to full basement finishing, the challenge was to create a primary brand for general renovations and a sophisticated sub-brand that would appeal to Northern Virginia and DC’s high-end homeowners.
The result:
A dual-brand system built to elevate their presence in two distinct markets while remaining unified under one core identity.
My Role & Deliverables
Brand Strategy | Logo Design | Visual Identity | Print & Vehicle Design
Brand Discovery & Strategic Positioning
Through interviews and discovery workshops, I helped the team at Total Renovating clarify:
- Their core mission of transparency, craftsmanship, and diversity
- The need for a sub-brand that could specifically target the luxury basement finishing market
- A voice that balances warmth with confidence, and detail with clarity
This led to a tiered strategy: Total Renovating as the parent company, and Total Basement Finishers as a specialized identity for a premium service audience.
Logo Design & Identity Systems
🔹 Total Renovating
A logo and visual system that reflects strength, trust, and approachability—designed to connect with a wide range of residential clients seeking general contracting, kitchen, bath, and basement remodeling.
🔹 Total Basement Finishers
For this sub-brand, I crafted a refined logo that blends:
- Architectural motifs (like the drafting compass and rooftops) to evoke precision and planning
- Classic type treatment to appeal to high-end homeowners in Northern Virginia and DC
- A tagline—“Achieving Perspectives with Excellence”—that reinforces quality, vision, and attention to detail
The result feels premium, without losing the practical sensibility of the parent brand.
Brand Assets & Applications
To unify and deploy both brands, I created:
- Truck wrap designs for on-site visibility
- Business cards and collateral for client meetings
- Brand guidelines for both the parent and sub-brand to ensure consistency
- Visual templates for social media, web use, and signage
The Outcome
This dual-brand approach empowered Total Renovating to scale intentionally—appealing to general audiences through their main identity while strategically capturing high-value clients with Total Basement Finishers. Both brands now stand confidently in their markets, visually distinct yet undeniably connected.
