An aerial view of a large stadium with a ring-shaped, white, bubble-like roof on top of a multi-story building in an urban area with many trees and buildings in the background.

CASE STUDY | Visual Identity

Greenwood Industries

Established in 1992, Greenwood Industries is a privately held company that has grown into one of the top 10 commercial roofing and building envelope contractors in the United States. Headquartered in Worcester, Massachusetts, the company operates 15 locations throughout the Northeast.

Greenwood’s success has been built largely through repeat business from many of the region’s most respected general contractors, architects, engineers, and building owners. Through strategic acquisitions of like-minded companies, Greenwood has continued to expand its reach while adding talented teams to the organization.

A rooftop playground with a basketball court, a slide, and colorful flooring, surrounded by a safety fence, with trees and buildings in the background.

The Maintenance Division

My work with Greenwood began when the company sought to promote its rapidly growing Maintenance Division, which lacked a strong visual identity and market presence. The division’s Vice President believed that creating a dedicated logo and website would help accelerate growth and increase visibility.

While early discussions with leadership explored the possibility of taking a broader approach to the company’s overall visual brand, there was a strategic urgency to focus first on the Maintenance Division.

Logo for Greenwood Roof Services with stylized green and black letters GRS.
A tablet displays a website for Greenwood Roof Services, showing workers installing a metal roof on a building in an urban area with high-rise buildings in the background.
Smartphone displaying the website for Greenwood Roofing Services, with a partial view of a roofer in safety gear and city buildings in the background.

A Broader View

Sometimes design must demonstrate its value before it is fully embraced. Following the successful launch of the GRS logo and website, company leadership revisited earlier conversations about a complete rebrand.

Working alongside Greenwood’s newly formed in-house marketing team, we identified several key challenges:

  1. Multiple acquisitions over the years had created a fragmented and inconsistent brand image.

  2. The existing logo felt dated and no longer reflected the company’s scale or capabilities.

  3. The hierarchy between divisions and affiliated companies created confusion.

  4. The company needed a visual identity that felt strong, confident, organized, and representative of an industry leader.

Original Logo + Acquisitions

Greenwood Industries Inc. logo with a stylized green and black letter G and a letter I, and the company name in green, with the tagline 'Architectural Metal and Roofing Contractors' in black.
Logo of Hagship Roofing and Sheetmetal Co., Inc., featuring a blue sailing ship illustration and company name in elegant script.
Greenwood Roof Services logo with stylized 'GRS' initials in green and black, company name below in green text.
Logo of Apollo Roofing & Sheet Metal featuring a yellow sunburst and red text
Logo for Monahan & Loughlin Inc., a roofing and sheet metal company, featuring a stylized red and black 'M' and 'L' with bold black text and red tagline.
Logo of Alleged Restoration LLC with black, blue, and red horizontal stripes.
Logo of TVC, a television network, with a dark blue background, a white barcode-like design at the top, and the white letters 'TVC' below.
Greenwood Industries company logo featuring a stylized letter G inside a circle, with the company name "Greenwood Industries" in bold green letters below.

The New Logo

Green and black logo for Greenwood Industries with a stylized 'G' inside a circle and 'GREENWOOD INDUSTRIES' written next to it.

The new logo is fresh, clean, and modern, representing a company that continues to move forward. Designed with versatility in mind, the mark will be used across a wide range of applications including the company’s fleet of more than 100 vehicles, job sites, the website, signage, apparel, and additional branded materials.

These real-world applications will help communicate the full scope of Greenwood’s capabilities, allowing the logo itself to remain simple, bold, and highly recognizable. The streamlined design creates a strong visual presence while supporting a consistent and professional brand identity across every touchpoint.

Several acquired companies had built strong regional recognition and credibility based on either geography or the quality of their work. This led to discussions about maintaining individual company names under the Greenwood umbrella.

These conversations initiated an exploration into how the companies could be presented visually while maintaining consistency within the broader Greenwood brand system.

Hierarchy Exploration

A grid of four company logo images for Greenwood Architectural Metal + Roofing with different roofing company names: Allied Restoration, Flagship Roofing, Apollo Roofing, and Monahan + Loughlin.
Digital collage of four company logos for Greenwood Architectural Metal + Roofing, each with a different colored banner: Allied Restoration with blue banner, Apollo Roofing with orange banner, Flagship Roofing with green banner, and Monahan + Loughlin with red banner.
Four white pickup trucks with company branding and colorful logo designs, parked side by side. Each truck displays the Greenwood company logo with different color accents: blue, yellow, red, and blue.
Colorful circular badges with

The company’s new head of marketing became a key advocate in guiding the project through completion. Ultimately, an executive decision was made to consolidate all future acquisitions under the Greenwood Industries name, significantly simplifying the brand structure and presentation.

This approach left only a small number of affiliated businesses operating beneath the Greenwood name at the time, including Greenwood Roof Services and The Waterproofing Company.

During the process, we also identified a highly skilled internal team specializing in architectural and roofing-related metalwork. Their expertise — particularly in historic restoration projects — was exceptional, and we believed their work deserved to stand alongside the company’s other specialized divisions as part of the overall Greenwood brand family.

The Design Solution

Greenwood Industries logo with a stylized 'G' in a circle, and the words 'Greenwood Industries' in green text.
Business card featuring logos for Greenwood Roof Services, The Waterpoofing Company, and The Metal Shop.
A white utility truck with green company logo and text, loaded with construction and office supplies, parked outdoors near trees.
A computer screen shows a website for Greenwood Industries with a photo of a large historic building and the words 'Waterproofing & Masonry'
Two green T-shirts with logos and a green safety helmet, all displaying the Greenwood Industries logo, arranged on a light background.
Green brochure or flyer with the logo of Greenworld Industries, featuring an urban scene with a historic brick building under construction.
A row of white pickup trucks with green branding for Greenwood Industries, Inc., parked in a parking lot. The trucks have the company's logo and slogan 'Custom Building Envelope Solutions' on the side, with trees and a building in the background.
Two white service vans with green and black logo and contact information parked outside a red brick building with large windows, ladders mounted on top.

What the client had to say

Casey Design truly operates as an extension of my internal team. Jim quickly picks up on the direction, tone, and priorities we establish and carries them seamlessly through his designs. In an environment where we are often asked to do more with less, Jim’s partnership makes my department feel deeper, stronger, and more experienced. Having him as part of our team elevates everything we produce.

Ginny Pitcher
Executive Vice President of Enterprise Strategy 
Greenwood Industries