Us Construction Unveils “The Power of Us” Brand Campaign at Bouchon Bistro in Coral Gables
Nearly five decades after its founding, Miami-based builder Us Construction marked a new chapter with the unveiling of its refreshed brand identity during a private event at Bouchon Bistro on February 19.
The gathering brought together clients, partners and industry leaders to celebrate the company’s transition from “U.S. Construction” to “Us Construction,” a change that reflects the collaborative philosophy that has long shaped the firm’s work across South Florida. The evening also introduced the company’s new tagline: “Together. The Power of Us.”
Founded in 1977, the family-owned contractor has spent nearly 50 years building hospitality, aviation and entertainment destinations throughout Miami-Dade, Broward and Palm Beach counties. Company leaders say the updated name better captures the culture of teamwork and partnership that has defined the organization since its early days.
“This rebrand reflects who we have always been at our core,” said Rafael Reyes, who has led the company since 2004. “The ‘Us’ represents our clients, our teams, and our partners. When we build together, we build better. That’s the power of Us.”
Hosting the event at Bouchon Bistro by Michelin-starred chef Thomas Keller was an intentional choice. The Coral Gables restaurant is one of the firm’s signature projects and reflects the kind of precision and collaboration that the company hopes to emphasize through its new brand.
Throughout the evening, guests experienced the new identity through immersive design elements highlighting projects the company has completed across the region. Among them are hospitality venues like Giselle Miami and restaurants at Miami Worldcenter, as well as more than 60 projects at Miami International Airport.
The rebrand comes at a time of growth for the company, which recently doubled its revenue and is expanding its portfolio while continuing to focus on hospitality and aviation projects throughout South Florida.
With leadership spanning multiple generations of the Reyes family, Us Construction says the new identity is less about change and more about clarity to reinforce the collaborative spirit that has defined the company from the beginning.