How a North Dallas Remodeler Built a Brand as Strong as His Crew
When Anthony Greco left his old construction partnership, every worker they had together came with him. He didn't ask a single one of them to.
That tells you most of what you need to know about Legendary Construction. It also tells you how much the old brand was leaving on the table.
Legendary Construction remodels kitchens, baths and whole homes across the northeast side of Dallas-Fort Worth: Wylie, Plano, McKinney, Murphy, Sachse and the towns around them. Anthony's crew also builds outdoor living spaces, fire features and room additions.
Anthony built the company around the homeowner. Most of his clients come in with a rough idea and need someone to guide them, so he sits down with them, figures out how they actually want to live in the space, and works backward from there. No pressure, no upsell. Just a good conversation and a great result.
He also does a few things most remodelers in his market won't:
None of that reached the homeowner before the first phone call.
The lion logo was a strong idea held back by a dated serif wordmark and gradient effects. The marketing was pulling in tire-kickers and price shoppers, and price is the one fight Anthony has decided not to pick. A homeowner scrolling past Legendary had no way to tell it apart from the next contractor in a crowded metro.
We wrote the brief in one line:
Look like the five-year warranty. The brief, in one line.
The lion stayed. Everything around it got rebuilt. We redrew it regal and proud, with a softened face that projects strength without a snarl, and chose the full-body mark because it reads from across a parking lot.
Deep navy and gold. Nobody else in North Dallas remodeling is wearing it, so Legendary stands out on every street it works on.
One great outdoor kitchen on every cover gets you hired for outdoor kitchens. Every piece pairs kitchen, bath, outdoor and additions so homeowners see one company that can take on the whole house.
Legendary grows street by street, so we built for that. Yard signs on every job, door hangers for the neighbors, handwritten letters on branded letterhead, and a full booth kit for local festivals. Every piece branded, because an unbranded yard sign says handyman.
The logo suite came first, then the color and type system. From there we built a complete sales and customer experience kit.
Not pictured: the maintenance and care guide, A-frame, stickers, apparel, and the ad creative and video built on the new brand for social media.
Legendary walks into every kitchen table conversation, community event and jobsite with a premium identity that finally looks like the five-year warranty behind it.
From the first postcard to the review card on the finished countertop, every moment a homeowner has with Legendary now looks like the same company.
Legendary kept TradeMade on after the rebrand for print and digital marketing: social ads, video content and the strategy that ties it together.
I don't ever want to be the cheapest contractor. I'm mid to upper in what we charge, but it's well worth it.
— Anthony Greco, Owner, Legendary Construction
If you price in the top half of your market, your brand has to look like it before the first call. Homeowners can't see your warranty until you show it to them.
Watch what your cover photo says. One great outdoor kitchen will get you hired for outdoor kitchens.
Brand every sign. An unbranded yard sign tells the whole street you're a handyman.
A rebrand is the foundation. The remodelers who grow keep that brand working in print and online every month.
TradeMade is the brand and growth partner for residential contractors: identity, print, signage, websites and the digital marketing that keeps the phone ringing. Charging premium prices with a brand that doesn't look it? Tell us what you're building.
For premium residential contractors who want a brand that finally matches the quality of their work. Our sweet spot runs $3M and up, but if you have built something real, tell us what you are building.
