A friend of mine came to me to help execute his vision for the branding of his new construction company. He comes from a long line of construction and contracting professionals and he wanted to use this lineage as a basis for his new company. He presented me with an illustration of a monkey holding a 2x4 and some nails his grandfather had used as a mascot for his company in the '50's. His proposal was for me to create an updated version of this mascot but with the sensibilities of more modern sports mascots. I created a playful yet determined mascot that reflected the principals of hard work and diligence that would be the hallmark of his new company. The color palette was inspired by common colors seen on construction sites such as power tools, heavy machinery and safety equipment.