Halfway Construction

Halfway Construction is a tongue-in-cheek brand for the crew that “never quite finishes”—built to feel playful and anti-corporate. I developed a bold safety-inspired palette (traffic-cone orange, caution yellow, deep charcoal) with hazard-stripe accents and a modular logo that snaps into flexible badges, stickers, and site headers. The identity leans on chunky, construction-grade geometry and witty microcopy to keep the satire front and center. I also produced motion tests—an animated hazard-stripe loader, a bouncy cone mark, and a snappy logo build—to bring personality to web and social. The result is a tight, production-ready system that reads small-brand friendly, instantly recognizable, and delightfully “under construction.”