Getting Georgia Home: Brand Refresh

Results

Laying the Foundation for the Next 75 Years of Getting Georgia Home

C.W. Matthews has been paving Georgia’s roads for over 75 years. But even the strongest brands need a fresh coat of paint now and then. Our challenge was to honor their indelible legacy while sharpening their message, modernize their look, and help them attract the next generation of talent.

Workshop

A Deep Dive into the C.W. Matthews Culture and Legacy

We don’t do branding from behind a desk. Our team spent six days in Georgia, walking job sites, talking to employees, and leading a brand workshop with the organization’s leadership.

Our goal was to understand what makes C.W. Matthews unique among Georgia’s roadway contractors, and translate that into a refreshed brand with messaging as powerful and real as the work they do.

The original C.W. Matthews logo served the company for more than 75 years. Our design team was challenged with preserving the essence of the original while also ushering it into the next century. We made subtle adjustments to enhance the logo’s impact on modern audiences and improved scalability for real-world applications ranging from equipment markings to business cards.
lee ard, creative director @ fieldwrk

Identity

Defining C.W. Matthews Culture and Employer Value

Two truths stood out: C.W. Matthews is all about serving community and their people, building local roads for the state of Georgia and careers that support families. From these ideas, we developed a clear purpose statement, a tagline, and a set of core values that define the company for employees, recruits, and the industry at large.

Brand Refresh

Refreshing a 75-Year-Old Brand

Their original logo had history. Decades’ worth. Our job was to modernize it without losing what made it iconic. We refined and simplified, preserving brand equity while ensuring it worked seamlessly across everything from heavy equipment to business cards.

Production

Capturing the Story with On-Site Media Production

C.W. Matthews’ brand is more than a logo — it’s their people, their work, and their promise to communities in their home state. Over six days, our media team filmed, photographed, and documented the real story of C.W. Matthews, capturing the scope of their operations across Georgia.

Website

Building a Website That Works (Hard)

With more than 130 pages of original content, the new C.W. Matthews website wasn’t just a facelift, it was a full-scale digital overhaul. 50+ recruiting-focused pages, an interactive careers quiz, and seamless applicant tracking system integration. The new website is built to promote, educate, attract, and hire the next generation of Georgia’s road builders.