Our Work


American Foundation & Waterproofing | Branding

Brand & Logo Development

American Foundation & Waterproofing is a foundation repair company in Tennessee. When we first started working with them on updating their branding, they were originally American Foundation & Basement Repair. To broaden their company name, we discussed and switched Basement Repair to the expanded Waterproofing (which includes crawl space repair, encapsulation, sump pumps, drainage, and basement waterproofing). We collaborated with the American team to identify key aspects of their business. We determined that American was focused on the long term for not only themselves but mainly for the people they serve. They are proud of the work they provide and are dedicated to making sure each customer is satisfied with it too. When designing their logo, we wanted to come up with something strong but not hard. We achieved this by choosing a font that was bold but with slightly rounded edges to soften the appearance. The logo mark is comprised of an “A” with a house in the white space. We of course wanted to continue with the traditional red, white, and blue—with blue being the more dominant color. The other visual elements retain the strong and smooth feel, and the photography is bright, clean, and family-focused.

Brand Guide

Sleight Advertising created a detailed brand guide that encompasses American’s mission and identity. This guide can be used internally and externally to keep the brand consistant. 

Booklet & One-Sheets

Working with the client, we updated their existing one-sheets to match their new branding. We also created a more condensed booklet featuring all the service pages for their team to hand out to potential customers. 

Business Collateral & Coupons

We assisted American Foundation & Waterproofing with designing a business card template that would allow them to edit and make cards for their staff. In addition, we designed a folder to place any one-sheets and documents in. They also have a series of coupons that they offer to their customer’s that we were happy to design for them. 

Mobile-First Website

In addition to American Foundation & Waterproofing’s branding, we developed a Mobile-First website for them. Take a look!