Replacing the one-size-fits-all mentality in the home building industry.

As a new parent company in the building services industry, Interior Logic Group needed to create a brand identity that would give a consistent look and feel to its many subsidiaries, without whitewashing their individual heritage.

Soloflight conducted market research among the small companies that had joined Interior Logic Group (ILG) to formulate the brand story. After numerous interviews, Soloflight developed a narrative that highlighted the benefits of a large network while celebrating the local expertise affiliated with each subsidiary.


This messaging allowed the small companies acquired by ILG to maintain their existing relationships and individuality while fitting within the new brand. To bring this to life, Soloflight created a visual identity complete with logo, typography, color palette and brand guidelines.