Why this growing Triad construction company changed its name

A high-profile construction company in the Triad has changed its name to avoid confusion with its sister operation.

GEMCAP Construction has rebranded as “Fourth Elm Construction LLC” in an attempt to distinguish itself from GEMCAP Cos.’ development branch.

“It was just confusing to people,” John Martin, a partner with Justin Gibhardt in the firm, told Triad Business Journal.

Started in the summer of 2015, the construction company has grown to 19 employees, and had revenue of almost $20 million in 2017.

Martin said the construction arm began as a complement to the company’s development projects, but soon began acquiring outside work.

Martin said the company was on track for sizable growth in 2018, with current projects ranging from medical office to retail, industrial and automotive facilities.

“We’ve got serious momentum,” Martin said.

Martin said the new name was a nod to the Triad’s three largest cities. GEMCAP’s offices are on Fourth Street in downtown Winston-Salem; Elm Street is a major downtown road in both Greensboro and High Point.