Hill’s outdated name, branding, and website no longer reflected its leadership or full capabilities, creating a credibility gap as the company sought to grow into larger commercial markets.
Case Study:
Hill Incorporated
Project Overview
Introduction
Rebranding is one of the most powerful ways a business can shift perception, attract new clients, and create a foundation for growth. Companies with outdated logos, websites, and marketing materials often find themselves held back, even when the quality of their work is strong. This was the situation for Hill Incorporated, a civil engineering and land surveying firm in Minnesota, formerly known as James R. Hill, Inc.
Hill had a respected reputation built on decades of relationships, but their brand no longer reflected their capabilities or ambitions. Their logo and website felt dated, their digital presence was minimal, and they lacked the sales tools to support new business development. To move into larger commercial markets while continuing to serve their residential base, Hill needed a professional identity that would elevate credibility, unify their marketing, and position them for long-term growth.
This case study outlines how Desert Creative Group guided Hill through a comprehensive rebrand and logo refresh. You will learn how research, identity development, and phased implementation created measurable improvements in brand perception, sales readiness, and alignment with business goals. It also highlights key performance indicators and takeaways that apply to any organization considering a rebrand or new logo.
The Challenge
Primary Objective
Discovery
Hill, known for decades as James R. Hill, Inc., had a strong reputation built on trusted relationships and quality work. However, the company name reflected an old family legacy and no longer represented anyone currently involved with the firm. The name and brand identity felt outdated in the context of Hill’s goals for growth. The website was similarly outdated, had not been regularly updated, and did not highlight the full scope of Hill’s services. For a company aiming to grow into larger commercial markets, this created a credibility gap.
Our Solution
Services Provided:
We delivered a comprehensive rebranding and marketing strategy including renaming guidance, visual identity development, website design, sales enablement tools, SEO setup, and ongoing content strategy.
The Approach
DCG began with a deep discovery session to understand Kim’s vision, values, and goals. The team then developed a cohesive brand strategy that reflected Idaho’s outdoor aesthetic and On Point’s commitment to authenticity and quality.
Unique Strategies
- Created modern, nature-inspired visuals that captured the Idaho lifestyle.
- Revamped packaging design to align with retail expectations and appeal to wholesale buyers.
- Collaborated with specialists from multiple DCG departments to ensure expertise in every aspect, from branding to web design.
Timeline
Phase 1:
Discovery & Marketing Strategy
This foundational phase ensured the rebrand aligned with Hill’s business goals and growth trajectory.
- Business Goals: Defined the shift from a primarily residential client base to a balanced portfolio, targeting more commercial projects and aiming for growth.
- Audience Definition: Established key audiences including residential developers, commercial developers, architects, design-build contractors, and landowners.
- Value Proposition: Clarified Hill’s core values of responsiveness, technical expertise, and relationship-driven service.
- Messaging and Channels: Developed messaging strategies and identified the most effective marketing channels to engage target audiences.
- Tools and Resources: Outlined tools, resources, key actions, and budget for marketing activation, ensuring sustainability beyond the project.
Brand Evolution: Provided strategic counsel on renaming the company from James R. Hill, Inc. to Hill Incorporated. The new name simplified the identity and shifted the focus from a firm tied solely to family legacy to a modern brand poised for growth. At the same time, keeping “Hill” ensured continuity and preserved the equity of the name without being shackled by the past. This balance allowed the company to honor its roots while signaling credibility and readiness for expansion.
Phase 2:
Visual Identity Development
We created a modern visual identity that reflects Hill’s approachable, hands-on nature while elevating perception to match their technical expertise.
- Logo Variations: Designed a new, versatile logo with variations for both light and dark backgrounds.
- Color Palette and Typography: Introduced a professional, modern color system and typography to unify all brand applications.
- Brand Guidelines: Delivered a reference sheet with logo usage, fonts, and color specifications for consistency.
- Business Card Template: Designed a professional, scalable template for staff business cards.
- Sales Tools: Produced a double-sided service capabilities document or proposal template, giving Hill’s sales team polished, ready-to-use collateral.
Phase 3:
Website Development & Marketing Enablement
With the new identity in place, we built tools to showcase Hill’s expertise and strengthen its presence with high-value clients.
- Squarespace Website: Designed and developed a modern, professional website on Squarespace with clear navigation, mobile responsiveness, and strong calls to action.
- Content Structure: Organized services in a way that highlights Hill’s credibility and expertise.
- User-Friendly Design: Ensured the site was approachable, easy to navigate, and aligned with target client expectations.
- SEO Setup: Implemented foundational SEO practices to improve visibility in search results.
Next Steps:
Case Studies & Content Marketing
The next phase will focus on creating case studies that highlight Hill’s successful projects, demonstrate measurable results, and provide proof points for commercial clients. These case studies will serve as powerful marketing tools across the website, proposals, and digital campaigns to further establish credibility and support continued growth.
Services Delivered
As part of Hill’s rebrand, Desert Creative Group provided a complete suite of branding and marketing deliverables designed to elevate credibility, unify identity, and support growth.
Branding & Identity
- Branding and Visual Identity System
- Logo Design with multiple variations
- Brand Guidelines for consistent usage
Sales & Marketing Tools
- Business Card Template
- Sales Sheet Template for services and capabilities
- Proposal Template for consistent client communication
Digital Presence
- Web Design and Development
- Launch Strategy and Communications Plan
- SEO and Content Optimization to improve visibility
Strategic Planning
- Brand Repositioning Strategy
- Comprehensive 12-month Marketing Strategy
- Client Experience Planning
Logo Exploration & Concepts
We explored multiple logo directions to find the right balance between Hill’s approachable, hands-on character and the professionalism needed to win commercial work. These explorations allowed leadership to visualize different paths before selecting the final mark.
Before & After Logos
The original James R. Hill, Inc. logo reflected a different era of the company. The new Hill Incorporated logo presents a modern, confident identity that communicates stability, trust, and technical capability. Placing them side by side shows how the rebrand elevates perception while retaining continuity.
1976
2025
Website Transformation
Hill’s old website was outdated, lacked updates, and did not showcase the full scope of services. The new mnhill.com features modern navigation, mobile responsiveness, and clear calls to action. Service offerings and messaging are structured to speak directly to Hill’s target audiences, with a look and feel that matches the professionalism of their work.
Applying the Brand Across Every Touchpoint
The updated brand identity extends across every client touchpoint. The imagery below highlights logo variations designed for use in different settings, a cohesive business card layout, supporting visuals for proposals and presentations, and hand-drawn iconography that brings Hill’s core services to life. Together, these print and digital elements reflect Hill’s modernized identity and deliver professionalism, clarity, and consistency across all communications.
Key Performance Indicators & Takeaways
Hill’s rebrand delivered early indicators of success while also providing strategic lessons for future marketing efforts. These insights show how a rebrand can strengthen measurable business outcomes and guide long-term decision-making.
Research is Key
Grounding the rebrand in defined business goals, target audiences, and competitor insights provided a clear roadmap. This ensures Hill can track progress against a solid foundation while reinforcing that careful research drives stronger outcomes.
Consistency is Crucial
With every touchpoint unified under a modern identity, from proposals and the sales sheet to the website and business cards, Hill now presents a cohesive and professional image. Consistency not only improves brand perception but also creates a baseline for measuring engagement and trust.
Phased Implementation Works
Breaking the project into structured phases allowed Hill to control the rollout, manage resources effectively, and ensure alignment at each step. This phased approach also makes it easier to monitor progress and adapt strategies as new opportunities emerge.
Sales Enablement Matters
The introduction of branded templates, a polished sales sheet, and business cards gave the sales team professional tools that streamline client interactions. These assets improve efficiency and will serve as leading indicators of stronger conversion rates in future pursuits.
Alignment With Growth Goals
The rebrand supported Hill’s strategic shift in focus, positioning the company to expand its reach in commercial projects while continuing to serve its residential base. This alignment connects brand identity directly to broader business development goals.
Strategy Before Renaming
Having a clear brand and marketing strategy in place before changing the company name was essential. This allowed leadership to make a confident decision that preserved brand equity while positioning Hill for future growth.
Plan for the Next Step
With identity, messaging, and tools now in place, Hill is ready to develop case studies and content marketing to showcase results. This step will provide concrete KPI’s to track credibility and engagement while also reinforcing that rebranding is the start of an ongoing growth strategy.
Summary
A strategic rebrand that preserved legacy while preparing Hill Incorporated for future growth.
By partnering with Desert Creative Group, Hill Incorporated modernized its identity in a way that balanced progress with heritage. The rebrand delivered a fresh visual presence, new tools for business development, and a website designed to showcase credibility and expertise. Just as importantly, the name evolution from James R. Hill, Inc. to Hill Incorporated honored the company’s long-standing reputation while freeing it from the limitations of a family label that no longer reflected current leadership. This thoughtful balance between legacy and growth positioned Hill to expand confidently into commercial markets while continuing to serve its residential base with the trust it had earned over decades.
We knew we wanted and needed a rebrand, but we had no idea where to start or what the process would look like. The team at Desert Creative Group took the time to understand our business, culture, reputation, and goals. They turned that understanding into a modern company name, brand, and website, and provided us with marketing tools that perfectly capture who we are today while honoring our company’s 50-year legacy.
Marcus Hampton
President, Hill Incorporated
Ready to Experience it Yourself?
To learn more about how we can help with your rebranding and marketing needs, schedule a consultation.
