Project Description

Powell Ryka Brand

To assist Powell construction into its next phase of development and evolution of leadership, V2Works renamed, rebranded, and repositioned the company for longevity and new legacy.


As company leadership was progressing, the team at Powell construction asked V2Works to lead the way for their new brand. Our primary goal was to preserve the company’s accomplished heritage of over 40 years while determining a strategy for the brand to modernize in the present and prepare for future evolution. With the company history running back through four decades of knowledgeable construction and a close-knit team, it was essential to highlight the key characteristics that Powell was already recognized for in the industry while reenergizing the brand with a new name and visual identity to take to market. Our challenge was to manage expectations and align with multiple key decision-makers.


The first thing the V2Works team needed to do was get an idea of how each of the primary stakeholders thought and felt about their company, the business name, and the company’s future in general. We also needed to compare the views of the key stakeholders to see if they clashed in any important ways. If they did, we needed to expose that and resolve it up-front. Next, our team went through rounds of vigorous naming exercises, keeping in mind specific criteria: the name must be easy to pronounce when read, must have an available .com, and must not imply the wrong things. Beyond the company name, an important consideration was to create a tagline that would sum up the company’s evolving nature. In the end, the final brand name selected was Powell Ryka. The first word, Powell, paid homage to the company’s roots, while the second word, Ryka, was developed to play off the names of the future generation of company leaders. The chosen tagline, Next Generation Construction, was set to tell the brand’s story by connecting the dots from the current leadership to those who will lead tomorrow’s builds. After that, everything fell into place to create a new visual identity. The V2Works team developed a logo, brand guidelines, website, and multiple pieces of digital and print collateral to capture their entire story. Looking toward the future, the brand is also set to drop the “Powell” name and easily transition to only “Ryka” when it is time for the next phase.


The new Powell Ryka brand reinforced the company’s accomplished, trusted, and dependable nature throughout the Pacific Northwest construction market and allowed them to create a modern and dynamic experience for old and new customers in addition to recruitment strategies. The strong brand identity instills integrity and confidence for high-value prospects ranging to eight figures.

Project Requirements


Naming and Nomenclature
Brand Strategy
Brand Development
Positioning and Messaging


Brand Identity & Logotype
Brand Guidelines
Design and Layout
Web & Mobile Interface Design
User Experience and Interaction
Wireframing and Prototyping


CMS Integration
Identity System Design
New Website Design and Development
Automobile Graphics
Hi-Vis Wear and Promotional Graphics
QA & Maintenance

View All of Our Work

I worked with V2Works on a major rebrand for my organization, and the results speak for themselves. Every person in my organization is excited about the direction we are going. Customers are responding positively to our new look and feel. We now have a cohesive design to roll out across our entire organization, so that we are always sending a consistent message about who we are and what we do. I gave V2Works everything I could about our previous brand, our current brand, and our market, and they took us in a new direction that captured the essence of what we were trying to convey. I couldn’t be more satisfied with our work together!

Hayley Dyer, Biosero, Inc.

“V2Works exceeded our expectations at each step. Not only did they stay on the agreed project timeline, but they also stayed within budget. We simply could not be happier with the end result.”

Timothy O'Hara, Altavair Air Finance

“V2Works is an essential part of our marketing team. They are lightening fast, easy to work with, great at helping you hone your message, and the best graphic designers I have ever worked with.”

Mark Kincy, IDEX Health & Science

“We needed a creative design firm that would listen to our ideas to help turn things around. V2Works has helped us to create a more professional image and modern identity. In the last 4 years we have almost tripled our business.”

Matt Dawson, Ironmaster

“When it comes to advertising budgets you will eventually have to talk about ROI. V2Works takes the time to learn about our business and together we get a lot more done for the money.”

Alan Schell, Upchurch Scientific



All kidding aside, we’re really dedicated to solving business challenges and Brandgineering perpetual value for our clients. We’re more than a branding agency, we’re your partner.