Texas-based earthworks company Longhorn Excavators has a clear ambition: to stand apart in their field. With the aim of modernizing their brand to signal that Longhorn is operating on a different level from their competitors, their team came to Funkhaus for the full picture: positioning, identity, and a website to match
Longhorn Excavators
Staking a claim for an ambitious earthworks company
Foundational alignment across their brand
Early in discovery, it became clear that though the company used a LEX Inc. brand mark, in practice they went by Longhorn. We recommended a full return to the Longhorn name, and built a brand around it with confidence.
The new mark carries real heft, appropriate in digital context and at home on the side of an excavator. The mark features an abstract steer rendered with enough subtlety that it doesn't wear its symbolism on its sleeve, while still reading as unmistakably grounded in Texas identity. It also suggests motion into the earth — appropriate for a company whose entire business is exactly that.
A modern website as hard-working as any machine
In discovery, we learned that Longhorn had excellent drone footage and video content — this made us even more ambitious in engineering a digital space that puts that media front and center and serves as a genuine differentiator. The result is a componentized, content-rich site that handles project case studies with ease and communicates the breadth of what Longhorn can move.
The site makes a deliberate case to the small cohort of decision-makers at the state and government level who award the big contracts. In that world, where a single buying decision represents a massive public investment, standing apart and projecting confidence is essential. For the team behind those projects, a bilingual careers section — in English and Spanish — is a practical necessity for recruiting a multilingual workforce, and a signal that this is a company that takes care of its people.
