Good Measure needed a brand that could stand out in a space that, from a branding perspective, is pretty boring. Home services and contracting are crowded, template-heavy, and trust-driven, so you either blend in or you earn attention fast. It’s also a woman-led company in a male-dominated industry. That’s real, and it matters. We weren’t going to lean on “female founder” clichés. The brand needed to feel like it belonged on the jobsite from day one, more Carhartt than Pinterest, straightforward, credible, no fluff. We built everything around a simple category truth: measurement is everything. It’s the core tool of the trade, and in insurance claims, it’s the difference between being underpaid and being made whole. That insight became the name, GoodMeasure, and the backbone of the identity system. The visuals zoom in on a measuring tape, using its markings and linear rhythm to shape the wordmark and layouts. The result is a name, brand, and website that feel familiar to contractors, modern to the market, and confident enough to earn trust quickly.