GRIT Building Solutions

Progressive Interior Spaces

SERVICES Brand Strategy / Collateral Materials / Copywriting / Digital Strategy / Graphic Design / Logo & Identity / Messaging / Website

When GRIT decided to spin off from their parent company, they needed a brand and they needed it fast. They approached Think Joule with an idea for a name and a tight deadline for turnaround. Our task was to develop the full brand, from the ground up, in only 10 weeks.


Through extensive discovery workshops, GRIT determined that they needed to differentiate the product they produce from their core identity, which had been the cause of client confusion at their parent company. Think Joule helped GRIT establish their identity by working together to define their unique differentiators, ultimately positioning the brand as a leader in sustainable, custom interior construction.

The Brand

We needed a fresh approach to create a memorable visual identity that would set GRIT apart in the construction field. The vibrant green was chosen to subtly reinforce their commitment to sustainability and green building, while architecture blueprints inspired the visual language. We leveraged the custom “/” angle throughout the brand from the logomark to the custom icons, extending to the business cards and stationery suite.

Mission & Vision

Through discovery we ascertained that one of GRIT’s key differentiators is designing agile interiors that are responsive and flex and grow with people and businesses they house. With this concept in mind, we crafted their high-level messaging, credo and Mission Statement—Improve the lives of people today by building the most progressive interior spaces of tomorrow.


Part of the GRIT difference is managing complexity for their clients. To reflect this aspect of their company, we needed a website that would showcase what they do in an elegant yet streamlined end-user experience. We worked with the GRIT team to curate every detail of the website, from template selection to photo selection to content management. We also developed a custom HTML email to announce the launch of the brand and website.

Due to the thoroughness and effectiveness of our early discovery sessions—coupled with quick response and decisiveness on behalf of the incredible team at GRIT—we were able to deliver a fresh and inspired brand on a short schedule and to great satisfaction. 

"When we approached Think Joule we were hoping for a clean and modern brand that really captured our spirit. We had rebranded with other firms in the past and gotten so bogged down along the way that in the end the outcome was less than expected. Not so with Think Joule. Jennifer and her team were wonderful to work with and the process was amazing. They kept us engaged and moving forward with every step…and it was always fun!"
—Taylor Finlay, Team Lead: Project Management & Technical Design, GRIT Building Solutions