UPPER Construction

It was important for the client to communicate both the quality and pace of construction, so we decided to use these qualities as our starting point. What did we discover? The company is constantly growing: expanding into new areas, searching for better technologies, and motivating people to reach the next level. Most importantly, it maintains both the quality and speed of its work throughout this growth.

This constant momentum and continuous development led us to an insight: growth is always about moving upwards. The next stage is always one floor higher. Up and up.
This is how the name Upper Construction was born, derived from the English word “upper,” meaning “higher” or “above.” It is a name that reflects the company’s character and inspires it to reach new heights.

What should the logo of a construction company look like? It should be clear and concise, convey the precision of measurements and calculations, and, of course, be easy to remember.

The inspiration came from the physical space the company works with. In sunlight, facades and roofs cast shadows. The combination of the actual structure and its silhouette became the foundation of the new logo, forming the letter U — the first letter of Upper.

The logo helped shape a visual identity whose geometric character reinforced the company’s connection to construction. To demonstrate how it works across different applications, we developed a range of branded materials— from letterheads, pens, and notebooks to safety vests for construction workers.

When developing the SMM strategy, we focused on the key objectives:

• increase the company’s brand awareness and attract new audiences;
• communicate its services consistently;
• build and develop its employer brand.

To achieve these goals, we began sharing more about the team and company culture, as well as showing the process behind how the company works. Through the content, we explain the services in simple terms and demonstrate the value each one provides.

We placed particular emphasis on building the employer brand, as the construction market continues to grow while the industry faces a shortage of skilled professionals. There is also a common stereotype that construction is an exclusively male field.

Upper provides training to anyone who is ready to work, regardless of gender or age. We made this inclusive approach an important part of the content.

Comprehensive social media management across Instagram, Facebook, TikTok, and YouTube, with a systematic approach to content, visual communication, and analytics.

TikTok

We placed particular emphasis on TikTok, creating original videos that were not duplicated across the company’s other social media channels. In line with the client’s request, the content highlighted opportunities for employees and supported the development of the employer brand.

Some of the videos performed exceptionally well, reaching 100,000 views.

Another important part of our work was developing a targeted advertising strategy focused on increasing brand awareness, attracting clients, and recruiting new employees. To achieve this, we consistently ran campaigns aimed at generating messages and leads, as well as driving traffic to the website and social media pages.

As a result, we built a substantial database of potential employees, with separate advertising campaigns created specifically for this audience. We also grew the company’s social media following from zero to 383 followers on Facebook and 227 on Instagram, while regularly directing users to the website to explore the company’s services and available vacancies.

Brand strategist — Ірина Стецевич

Creative strategist — Вероніка Малженська

Marketing strategist — Марина Гошій

Head of design  — Юрій Парипа

Head of digital — Ольга Кіх

SMM-manager — Сергій Палійчук

Middle graphic designer — Ірина Куць 

Target manager — Назар Косів