McPherson Constructions
Brand foundations and visual identity for a builder specialising in high-end residential projects
Our work: Brand, Photo, Video, Web
We worked with Dylan McPherson to establish brand clarity and create a cohesive identity that reflects the quality of his work and the expertise he brings to residential construction.
Understanding the builder and the business
Dylan had built a strong reputation working with architects on the Sunshine Coast, but his brand didn’t reflect that. The website was outdated and difficult to maintain. The visual identity felt disconnected from the calibre of projects he was completing. There was nothing that clearly communicated who he works with, the types of projects he takes on, or the level of craftsmanship clients could expect.
We started with research, speaking with both homeowners and architects Dylan had worked with. These conversations revealed consistent themes: his attention to detail, his collaborative approach, and his honest, straightforward manner. He’s a country boy who takes pride in his work, and people genuinely enjoy working with him. This became the foundation for everything that followed.
Refining the identity
Dylan was attached to his original logo, so we didn’t want to abandon it entirely. Instead, we refined the concept, creating something that felt familiar but worked better across digital and print applications. The updated mark is cleaner, more contemporary, and scales properly whether it’s on a business card or a building sign.
The broader visual identity needed to support both his personality and his work. We developed a palette and typographic system that felt grounded and professional. It was about creating something that genuinely represented Dylan and the way he operates.
Building the website
The website needed to speak to two distinct audiences: architects looking for a reliable builder who understands their vision, and homeowners trying to make sense of the construction process and choose someone they can trust.
For architects, we focused on demonstrating Dylan’s understanding of design intent, his collaborative process, and his ability to execute complex builds.
For homeowners, we addressed the concerns that come with engaging a builder: transparency around budget and timelines, confidence in quality, and a sense of who they’d actually be working with.
The structure walks through Dylan’s process, his values, and the types of projects he’s suited to. Project pages showcase the detail and craftsmanship in his work, with imagery and copy that highlight what makes each build distinctive.
The tone throughout is honest and approachable, reflecting Dylan’s own communication style.
Creating cohesive content
Dylan’s projects span different styles and scales, so we needed a visual approach that would unify them while still letting each build speak for itself. We shot photo and video content that focused on materiality, detail, and the experience of these spaces, creating a consistent look that emphasises craftsmanship over flashy presentation.
The video work captures the tactile qualities of Dylan’s builds: timber joinery, concrete detailing, the way natural light moves through a space. These aren’t promotional videos, they’re an honest representation of the work.
The outcome
Dylan now has a brand and website he’s confident referring people to. The site loads quickly, works seamlessly on mobile, and clearly communicates what he does and who he does it for. More importantly, it reflects the quality of his work and gives potential clients a genuine sense of who they’d be working with.
The clarity extends beyond the website. Dylan now has consistent messaging he can use across proposals, emails, and conversations with new connections. The brand foundations we established give him the language and confidence to articulate his value without second-guessing himself.
Services included: brand strategy, messaging, visual identity, website design & development, photography, videography
Visit the website: