More AI means more data centers. More data centers mean more construction-ready sites needed—fast. With 200+ mission-critical projects under their belt and a reputation for delivering months ahead of schedule, B&S Site Development called in agency partner, Istoria, to evolve their brand for this moment of exponential growth. My role? Lead the brand strategy and visual identity.

The brief was clear: transform a proven site development brand into a dominant force in tech infrastructure, without losing the trust equity they'd built with traditional contractors.

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Strategy

Every day a data center isn't online means millions in lost revenue. This reality shaped our entire approach. Through collaborative discovery workshops and data analysis, we identified B&S's secret weapon: their vertically integrated process that consistently delivers sites 2-3 months ahead of schedule.

Three core pillars emerged from these insights:

• Agile: Peak performance at every stage, driving unparalleled efficiency through the entire project lifecycle.
• Proven: When millions are at stake, you don't gamble. B&S's track record makes them the first call for mission-critical projects.
• Fast: Every site delivered speeds up the launch of another data center, accelerating the groundwork for digital infrastructure growth.

After identifying the brand's Enneagram archetype, I translated these pillars into actionable brand tools: detailed customer and investor personas, core narrative, a battle-tested one-liner, and messaging frameworks. This strategic foundation gave B&S a single source of truth to drive consistent communication across every touchpoint.

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Visual Identity

They didn't want their logo to change. So, rather than reinventing the wheel, I built upon B&S's established logo to create a comprehensive system that does some heavy lifting:

• Textures inspired by macro earth materials, contour topography lines, and data auroras
• An "up and to the right" visual strategy that communicates consistent outperformance
• Typography bridging industrial strength with digital precision
• A cyber-fied color palette modernizing the existing brand blue

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Design Language

The system provides Istoria's team with a flexible set of brand elements ready to deploy:

• Custom iconography for service offerings
• Infographic patterns
• Application design guidelines
• Digital interface / UI components

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Brand strategy and visual identity by Shay Bocks.
Photography, videography, and website by Istoria.