Cut and fill, it’s the process of excavation to balance a site by removing material from high points to infill low points until the 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.