When Lauren Pinney Burge, AIA and Elizabeth Corbin Murphy, FAIA met with Caler&Company regarding a branding facelift, we discovered remarkeable attributes that had been obviously omitted from their marketing presence. The firm assists those who have been given the responsibility of caring for historic properties through Restoration, Adaptive Re-use and Cyclical Maintenance. Their extensive restoration and renovation experience, providing design and project management for a wide range of projects including historical research and technical specifications and determination of historic significance. A client's building listed on the National Register of Historic Places make it part of an elite group of historic structures deemed historically significant. Along with this important status comes a responsibility for the owners of these properties to be good stewards. What better way to visually represent the firm than by using stylized historic architectural embellishments found on Gothic cathedrals, arches and columns? Copper was selected as the primary color of the new palette with green (weathered copper with a patina) as accents. The refreshed identity distinctly positioned the firm as rescuers of the historically significant. A renovated identity became the cornerstone of the new brand icon.