Struxi (latin for "to build") is a new construction software toolset that empowers both sites and offices to easily track, analyze and manage time – which is often a major liability for construction companies. Our assignment was to develop a name and brand identity that would resonate with construction workers while introducing the product. Thus, Struxi was born with the tagline "Software built for hard work," and the logomark was designed to create an "S" with the dynamic shape of a buzzsaw – to reinforce the idea of Struxi being the hardest working tool on your construction site. The brand was also developed to feel more gritty and tangible as insights found the primary audience to be generally tech averse.