As Elder Corporation continued its growth as one of the region's premier site development contractors, company leadership recognized an opportunity to create a space that would better serve both employees and clients.
The vision was ambitious.
The company wanted more than a cafeteria, breakroom, or conference space. They wanted an environment that reflected the Elder brand's quality while creating a welcoming destination where employees could gather, collaborate, recharge, and connect with customers.
The challenge was to create a space that felt authentic to the construction industry while elevating perceptions of what a construction company environment could be.
Elder partnered with Celsius Marketing & Interactive to develop a unique environmental branding experience that would celebrate the company's roots, showcase its culture, and reinforce its position as an industry leader.
Key objectives included:
Rather than designing a traditional corporate meeting space, Celsius approached the project as a brand experience.
The team explored the people, equipment, materials, and environments that define the construction and site development industry.
Heavy equipment. Earthmoving. Topography. Infrastructure. Dirt. Steel. Concrete.
These elements became the inspiration.
The goal was not to hide the company's industrial roots.
The goal was to elevate them.
Every design decision was guided by a central idea:
What if the materials and objects that define Elder's work became works of art?
This approach allowed the space to celebrate the company's identity while creating an environment unlike anything visitors would expect from a construction firm.
The result was Dozer Café, a custom-designed gathering space that functions as both an employee amenity and a client hospitality environment.
Every detail was intentionally designed to reinforce the Elder story.
Environmental Branding
The space blends sophisticated design with authentic industrial influences, creating an atmosphere that feels simultaneously refined and unmistakably connected to the construction industry.
The environment incorporates custom-built features, branded installations, and artistic interpretations of materials commonly found on jobsites.
Signature Design Features
Exhaust Pipe Columns
Industrial exhaust pipes were transformed into elegant architectural elements that serve as visual anchors throughout the space.
Rather than treating them as purely functional objects, they were reimagined as sculptural design features that celebrate the equipment and machinery central to Elder's work.
Topography Wall Installation
A large-scale artistic topography feature was developed as a focal point within the café.
Inspired by the landscapes Elder helps shape every day, the installation creates movement, depth, and visual interest while serving as a direct reference to the company's site development expertise.
Illuminated Hardhat Art Installation
One of the most distinctive elements within the space is a custom fine-art installation created from construction hard hats.
The piece transforms a familiar construction-industry symbol into a vibrant work of art through color, lighting, and composition, creating a memorable visual experience for employees and visitors alike.
Custom Concrete Tables
The café's custom tables further reinforce the Elder story.
Crafted from pressed concrete and supported by bases constructed from manhole covers, the pieces merge function, craftsmanship, and storytelling into one-of-a-kind furnishings that could only exist within the Elder brand environment.
Hospitality & Collaboration
Beyond aesthetics, the space was designed to serve a practical purpose.
Dozer Café functions as:
The result is an environment that supports both business operations and company culture.
The Dozer Café project transformed an ordinary workplace amenity into a powerful expression of the Elder Corporation brand.
Employee Experience
Client Experience
Brand Impact
Strategic Impact
Most companies display their brand on walls.
Elder built its brand into the walls.
By combining environmental branding, artistic expression, industrial storytelling, and workplace design, Celsius transformed a functional gathering space into a destination that celebrates the people, projects, and craftsmanship that define the company.
The result was more than a café. It was a physical manifestation of the Elder Corporation brand, built from the very materials and ideas that helped shape its success.