Silverback Concrete

Florida concrete contractor stuck in commodity pricing wars.

Frank Stankunas had built then-named Southeastern Concrete into a solid business through precision, love and sheer grit. But after 25 years of operation, he faced:

Brutal price competition in a commodity market
Recruitment was an uphill battle
No differentiation from competitors
Instability from total reliance on word of mouth
A name shared by 12 other concrete contractors 
across the US
Revenue plateaued at $3.5M

Scope
Brand Strategy
Naming
Visual Identity
Copywriting
Art Direction
Print Collateral
Environment
Signage
Web Design

Contributors
Photography & Video:
Nathan Bolster
Web Development:
Kyle Hagler

Pouring New Footers

We heard little revelations in interviews, workshops and casual conversations. “‘How Firm a Foundation’ is one of my favorite hymns.” “I want GCs to know that with us, concrete is one less thing they’ll have to worry about. I want them to feel like we’ve always got their back.”

The story was already there; we just needed to help them distill it, frame it, then use those words to scale their culture, boost sales and become irresistible wherever clients encountered their message.

We nailed the strategy and story in the first presentation. But what to call it?

Brand Strategy Highlights

Mission

Building Firm Foundations for Generations.

Profile

[Name] is a family-led team of heavy-concrete specialists. We build commercial and residential structures for contractors who expect unrivaled quality.

The client’s dilemma

When it comes to the crews you rely on, you need carelessness like you need a hole in your head. This rings truer for concrete than any other aspect of construction. There is, quite literally, a lot riding on it.

You need pros and team players who sweat the details. Who respect your budget. Who can handle concrete in any form from footers to elevated decks. And you’ll get the most value from a leader who cares about the people grinding away on the job today – and those who will use the finished product tomorrow.

Vision

At [Name], we deliver unfailing strength for every building because we care more, plain and simple.

Promise

You stand on it. We stand by it.

Values

Faith · Authenticity · Stability · Teamwork · Agility · Grit

We’ve Got Your Back.

What’s our spirit animal? In naming, silly questions often lead to profound insights. The silverback gorilla is a gentle giant that uses strength to shield, not dominate. Four times stronger than necessary, but never aggressive.

We explored dozens of names, but the meaning and sound of Silverback were the clear winners.

We built this supportive strength in their Unbreakable Idea and tagline: We’ve Got Your Back – then carried it through every word, image and design decision.

This wasn’t decoration. It was personal identity, expanded to fit a team and made visible.