case study

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In partnership with Gilbert + Burke, we created a brandmark to personify the fundamental shift in their business strategy and brand identity. 


We based our final mark on the handwriting of Gilbert + Burke.

The Personal Touch

Gilbert + Burke is a home and cottage construction company that came to us to launch their new brand as they themselves were pivoting the core of their business.
They were recreating their business model, changing their name, and redefining their operating market. Having originally catered to a smaller clientele, Gilbert + Burke was moving towards high-end clients, larger projects and needed a sleek, professional brand to reflect that change.

“We could not be happier with PB+J’s involvement in our rebrand, they clearly understood what we needed, and brought a fresh perspective to how we presented ourselves. We struggled with how we’d present the new face of Gilbert + Burke, but PB+J was able to take everything we needed and give us a clean, engaging result.”
— Cathy Burke (VP & CFO of Gilbert + Burke)

In response we developed a logo that would embody this new distinction, but still maintain the values they stand by. As a company that focuses on personable communication and trust between themselves and their clients we developed a signature wordmark to marry the personal touch and sophistication of their work. Based on a conglomerate of the owner’s own handwriting we built the companies signature that would express the handcraft of their projects and the personal touch they bring to the forefront of all their work.

To support the Gilbert + Burke "signature" we also created an ambigram. This ambigram has been crafted with special attention to how the “g” and “b” letter forms create an ambigram of the two partner names.

Ambigram: a word or group of letters that are drawn so the same message can be read when the mark is rotated 180°.

The symmetry of this mark is visually pleasing but more importantly suggests an equal partnership between the two halves—no matter how you look at it.  
(Flip Gilbert + Burke on it’s head and you still have an equal partnership)

A Clean Showcase

As Gilbert + Burke were evolving their business we developed a transitional website that would maintain their digital presence as those changes were made. Once their transition solidified we designed and built out a full site. Their site focuses on showcasing Gilbert + Burke’s most prominent work, distilling them into a handful of beautiful case studies.


The original website they operated off of struggled with maintaining a simple structure and to streamline everything we reorganized content allowing for a smooth flow between their services and previous work.

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Constructing Simplicity.

Gilbert + Burke needed a strong team to spear head their visual brand in the right direction. We became that team. By balancing the foundation of the companies core values with the new business model we were able to give everything Gilbert + Burke needed to continue thriving.

Having implemented our design Gilbert + Burke has begun to finalize their transformation, showcasing their new brand at their bi-annual trade show with our design at the foundation of their visual identity.

While Gilbert + Burke were in the midst of redefining their company we were able to address their needs within our design process, delivering a solution that encompassed all of the values and qualities they wanted in their brand and website.


We believe our process works for everyone. If you want to build a successful brand and grow your
company, give us a call.

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