EDP, a major player in the commercial construction industry, has earned its credentials by building strong relationships with its clients for over 20 years. In a context of labour shortage, an identity redesign was in order to accentuate the company’s full-differentiation potential, to better communicate it and to improve the attractiveness of its image. The creative starting point was to marry the seemingly contradictory forces of the company and to evoke the combination and delicate balance between finesse and sturdiness.