Caprock: built on bedrock.

Custom homes in the Texas Hill Country. Hill Country builders brand themselves with shields, roof chevrons and stock sunsets, so they look like every tract builder in Texas. Caprock owns the land itself: the hard limestone cap that tops the escarpment west of Austin. The mark is the escarpment's strata; the promise is that the house sits on rock and is built to be handed down.

Project: Self-initiated
Sector: Custom homes
Market: Texas Hill Country, US
Brand book: 62 pages

Caprock is a fictional brand we created to show our complete process. The market research is real; no client, results or testimonials are implied. Scenes like the one above are concept applications of the final logo files, not photographs of real placements.

The brief

Positioning before pixels.

For owners building generational homes on Hill Country land, Caprock is the custom builder that works in local stone and stays on site, because a house should outlast its builder.

Tagline: Built on bedrock.

The idea

The caprock is the layer that holds the hill up. Built on bedrock.

Caprock graphic language page — Graphic language, from the brand book

Creative directions

8 directions, one choice.

After research and strategy, we explored 8 distinct directions as concept boards. The chosen direction was then redrawn by hand as a precise vector system. Shown: the chosen direction and three alternatives.