Cut and fill, it’s the process of excavation to balance a site by removing material from high points to infill low points until a desired grade is reached. The creative challenge is getting there using the dirt on hand, nothing trucked in or shipped out. This concept forms a strategy to rebrand Mainline Excavating, Inc. from a crew of construction workers with big shovels to a team of experienced engineers with smart solutions. Aside from letterheads and uniforms, the brand’s primary exposure is from a distance on work trucks and heavy machinery. A simple font and distinct composition do most of the heavy lifting, providing a strong silhouette capable of withstanding the wear and tear of a construction site. Conceptually a single mound of dirt is ‘excavated’ from the word itself landing inline as a natural extension of the typeface and leaving behind evidence of the process, while a series of up and down arrows are hidden within the negative space recalling the transformation of a landscape as it’s sculpted into submission by an army of excavators. The result is not a logo but a language of typographic elements that embody the means and methods of a trade with the power and flexibility to become the icon of an industry.