Horwitz: Rebrand & Marketing Transformation

WORK

Horwitz is a name well known in the AEC world—recognized for their technical expertise, design-build capabilities, and a reputation for being the kind of partner you want side-by-side on the job site. But their brand and marketing weren’t telling that story. That’s where Design Mode came in.

THE IDEA

Our work with Horwitz began with deep research and discovery—listening to voices inside and outside the firm to uncover strengths, identify challenges, and surface opportunities for growth. From there, we built a brand strategy designed to unify their expanding business, celebrate their legacy, and position them for the future.

MARKET DIFFERENTIATION

Horwitz’s new positioning needed to reflect the sophistication of a 105-year-old company with the energy of a modern, full-service mechanical partner. We built a voice that’s confident but approachable, technical but human—grounded in collaboration and expertise. The result is a brand that feels smart, forward-thinking, and unmistakably Horwitz.

STORYTELLING THROUGH VIDEO

We developed an “About Us” video to help tell the Horwitz story—bringing light to their culture, people, and the full range of services they provide.

BRAND STRATEGY & DESIGN

The refreshed brand came to life through comprehensive brand guidelines and a full suite of collateral—from hard hats, safety stickers, and site signage to fleet vehicle graphics—ensuring a consistent and recognizable presence in the field, on the road, and across every touchpoint.

Website Design + Development

The redesigned Horwitz website serves as the digital hub for their growing organization. Each business unit has its own landing page with clear, simple navigation and a consistent user experience. Optimized for SEO and accessibility, the site makes it easy for customers to connect—whether scheduling service or reaching the right team through the “sticky” contact tab. The result is a website that reflects the depth of Horwitz’s expertise while staying intuitive and user-friendly.

ROLL-OUT

To launch the new brand, we designed a holiday campaign that turned their annual ham delivery into a memorable touchpoint. Custom labels featured the new logo and brand look, with a QR code linking to the new “About Us” video. Employees received a matching postcard featuring Horwitz’s mission and values—a reminder of what connects their teams across all business units.

Internally, the rollout continued with a celebratory happy hour featuring the new website, custom coasters, beer glasses, stickers, and branded polos—creating pride and excitement around what’s next.

Michele has been an integral part in our journey to communicate our company’s offerings to the market as well as bringing life to our brand both with our teams internally and how we show up in everything from our proposals to service vehicles. We’ve worked with Michele as a resource to create proposal materials, develop brand messaging, build our website, and she works seamlessly with our team to create a unified and strategic voice for our company.

Matt Dekkers, President & CEO
Horwitz