baso

Chicago-based construction management firm baso aimed to balance business growth with company values. While they were committed to serving overlooked communities, they needed to compete for major institutional work through an increasingly sophisticated service model without losing their grassroots focus and identity. My solution rejected aggressive industry visuals in favor of a system built on quiet confidence featuring cool tones, clear typography and clean layouts reflecting their ability to bring order to complex projects. This comprehensive rebrand, developed through a multi-year collaboration, proved successful – baso expanded their portfolio, doubled down on their mission and became a regional leader.