To stand out in a crowded and relatively traditional market, a refreshed brand position, visual identity and marketing action plan was required, and required quickly, to meet booking deadlines for the upcoming construction season. To tell the story of a modern approach to quality, durable concrete work, a new bold and edgy visual identity was created -- inspired by the foundational components that make up cement: sand, aggregate, water, and rebar -- and paired with a punchy, vibrant colour palette, and strong, simplistic logotypes. The loose, hand drawn illustrative style represents these elements and the components that make up the Fiorino brand promise - approachability, integrity, style, beauty, and longevity. This modern and creative take on concrete services, including a variety of graphic elements that can be used interchangeably, was then rolled out across a new website, social media and business materials including promo cards, lawn signs, crew hats and t-shirts. With a new playful, professional and unique brand and messaging in place, a comprehensive marketing campaign with audience targeting and a focus on lead generation was implemented for the spring-summer construction season. The results include a positive reception of the business’ new look and feel, increased brand engagement on social channels, and an increase in customer inquiries, setting Fiorino Concrete up for long-term success in the market.