Dane, WI – With a 77-year history of building trust, excellence, and strong foundations, Wisconsin-based concrete contractor Hottmann Construction, Inc. announces a rebranding initiative that reflects the company’s evolving vision, values, and commitment to the future.

“We are excited to re-introduce ourselves to the marketplace in mid-December as Cru Concrete,” states company president, Ken Kurszewski. “We are rebranding 77 years of history and equity this company has developed in the industry so that we are positioned in a contemporary and aggressive way for our future.”

Founded in 1948 by brothers Marv and Harvey Hottmann, company leadership passed to Marv’s son, Jim in 1985 when Marv passed away.  In 2009 Jim sold the business Ken Kurszewski and Brad Williamson. Williamson retired in December 2023.

Kurszewski is excited to hit the refresh button. “After nearly 16 years since a Hottmann has been involved in the business, we felt this was one of the main reasons to consider our brand,” he explains.

With this rebranding initiative comes a new name and logo along with the opportunity to modernize company colors and design choices. Confusion over the spelling off Hottmann will also now be a thing of the past, with the simplicity of a short, memorable name like Cru promising a marketable domain with better email delivery consistency.

Once the decision was made, Kurszewski turned to Dana Lytle, owner of Planet Propaganda, a Madison-based creative agency, to make this vision become a reality. “I am fortunate to be connected with Planet Propaganda,” Kurszewski explains. “If you don’t know Dana personally, or know the company Planet Propaganda, I’ll bet you have certainly seen their work. Their clients include Duluth Trading Company, Jersey Mike’s Subs, and Jimmy John’s.”

The team at Planet Propaganda spent time with Hottmann company employees and got to know what inspires them and makes the company special. They turned that into more than a name; they turned it into the new brand, Cru Concrete, that Kurszewski says much more of will be seen of in the future.

When asked about the challenges faced in such an effort, Kurszewski had this to say: “Our reputation has been built on decades of hard work and dedication to our craft. While our core values remain unchanged, our updated brand identity marks a new chapter in our journey.  This rebrand is our way of continuing that legacy and positioning ourselves for the next 77+ years of success. While we embrace change, we will continue to deliver the same high-quality results and personalized service you’ve come to trust.”

For more information about the new Cru Concrete and the staff that continues serving Central Wisconsin and the Greater Milwaukee markets, visit www.cruconcrete.com.

They invite you to explore their new look and feel on December 13th when the rebrand becomes official, and they welcome your feedback as they move forward. Thank you for being a part of their journey. They look forward to continuing to build a strong future.