Cherry Valley Excavation
Category
Excavation and Land Mgmt.
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An identity for a family outfit that clears land and gives it back... equal parts heavy equipment and habitat.
The Role | Brand Designer
Cherry Valley Excavation approached me with a clear objective: create a brand that would stand apart in a crowded industry often defined by generic equipment graphics and predictable visual identities. They needed a brand that reflected the quality of their work, their New England roots, and the grit required to transform raw land into something purposeful.
From naming refinement and visual strategy to logo development, typography, color selection, website design, vehicle graphics, apparel, and marketing materials, I was responsible for building the brand from the ground up. The goal was to create something memorable, recognizable, and timeless—an identity that could grow alongside the company for years to come.
After exploring numerous design directions, I landed on a solution that balanced bold simplicity with strong symbolism. The mark serves as an iconic visual anchor, while the typography carries the weight and confidence of the brand. Together they create a system that feels structured, dependable, and built to endure—much like the work Cherry Valley performs every day.
The Challenge
The excavation and earthwork industry is saturated with logos featuring excavators, mountains, trees, and other overused visual clichés. While these elements communicate the trade, they rarely create distinction. Cherry Valley needed a brand that could immediately separate itself from competitors while maintaining the strength and credibility expected within the industry.
The challenge was to create an identity that felt rugged without becoming aggressive, professional without feeling corporate, and memorable without relying on trends. Every decision—from the custom mark to the typography and color palette—was made to communicate strength, craftsmanship, and trust.
The final result is a brand that feels as solid as the foundations it helps create. Its simple, recognizable mark works equally well on equipment, apparel, signage, vehicles, and digital applications, giving Cherry Valley a cohesive identity capable of standing out in any environment while remaining unmistakably authentic to the company and its values.
