Fred + Cathy

Naming, Brand Strategy, Brand Identity

Created for QCP, this brand identity for a new line of concrete tiles highlights the company’s deep roots in Southern California, as well as celebrates its rich history. Family owned and operated for over 40 years, QCP had developed in-depth savoir-faire and unrivaled technical expertise about concrete. Looking to expand their range into interior design with a new line of concrete tile and products that could transition seamlessly from inside to outside.

We helped them build a new brand that was authentic to their history, and their commitment to craftsmanship.

By digging deep into the company’s history, then analyzing the market to gain insights and feedback, we developed several naming strategies that would position QCP’s new brand for success. The name Fred + Cathy was ultimately selected as a nod to the founders of the company, the parents of the current owner.

Project completed at Rios Clementi Hale Studios