Martin Marietta
Visual Identity Evolution
Challenge
For over 15 years, Haystack Needle has been a trusted partner of Raleigh, NC-based building materials supplier Martin Marietta. Our collaboration has spanned high-stakes M&A transactions, investor days, executive coaching, video profiling, and brand storytelling, all reinforcing Martin Marietta’s reputation as an industry leader and an employer of choice.
Given our long-standing relationship and deep understanding of their brand, Martin Marietta turned to us for a unique challenge: branding their hometown’s premier performing arts venue under their new multi-year title sponsorship deal. For the Martin Marietta team, this wasn’t simply about placing their name on a building—it was about integrating their identity and community-focused philosophy into a beloved cultural landmark in a sophisticated, enduring, and inclusive way.
Visual Identity Evolution ―
Approach
Our goal was to find a branding solution within Martin Marietta’s existing identity that honored its industrial strength and the elegance of the performing arts. Our designers found inspiration embedded in the existing Martin Marietta logo—a small diamond serving as the dot in the letter “i.” We expanded this subtle element into ten interlocking diamonds, forming the company’s initials while symbolizing the ten performance and rehearsal spaces within the venue.
The intentional negative space between the diamonds creates a web-like effect, reflecting the communal nature of the arts center—its success entwined with the input and support of the greater Raleigh community. The final marque design balanced precision with creativity, seamlessly blending Martin Marietta’s long corporate legacy with the vibrancy of the performing arts.
Approach ―
Result
The result was a refined, impactful visual identity that set the newly named Martin Marietta Center for the Performing Arts apart. Our friends at Martin Marietta embraced the new branding, incorporating the logo swiftly across all touchpoints. The design helped transform the partnership into more than just a sponsorship; it suggested a meaningful, lasting representation of Martin Marietta’s commitment to the community.
Our branding work earned industry accolades and reinforced the success of our ongoing collaboration with Martin Marietta. But, more importantly, it cemented their role in the cultural fabric of Raleigh—showcasing their dedication to building infrastructure and enduring community connections.
Result ―
