Our rebranding made Headlines
In 2025, our company made a major decision: to rebrand from Musk Construction to RISE. The rebranding process was not easy, cheap, or instant. And sudden media attention was unexpectedly intense, and honestly a little wild — but it also marked an important new chapter in our company’s history. Our story had been covered by more than 40 media outlets across the U.S. and the world!
The media attention started when in 2025 The San Francisco Standard researched local “Musk” license plates and discovered Steve Riabov, the founder of our company, who was already in the middle of the struggles of separating our business from its previous name. That deeper story caught their attention and the article shifted a lot from just the report on license plates. Soon after, reporters from USA Today reached out for the interview, and one day soon we “woke up famous” when Fortune, MSN, NBC Bay Area news, and other media across the USA and worldwide published about our story!
For our team, and for Steve personally, the rebrand was deeply personal and meaningful for more than one reason… It was never just about a name. It was about values, trust, identity, and moving forward with a brand that better reflects who we are today.
The transition was not simple. Many long-standing clients had known us for years as Musk Construction, changing the name meant rebuilding recognition while also explaining why the old name no longer represented us while keeping it. Many potential customers no longer felt comfortable trusting a company carrying the Musk Construction name, and we didn’t want to explain each time that our position has nothing to do with it anymore. We wanted to build our future under a name that aligns with our values.
A New Name, the Same Commitment
No matter how many changes had been there at every stage of our company’s journey, our goal has remained the same: to help homeowners feel proud of their homes. Names can change, brands can evolve, and businesses can enter new chapters — but our commitment to beautiful and practical designs, high-quality remodeling work, and professionalism at every stage of construction has never changed. We believe your bathroom remodel should reflect your personal preferences, be beautiful, practical, fit your home and your family’s lifestyle. Your million-dollar home should look and feel like one!
We are deeply grateful to our dear Bay Area clients who have trusted us with their remodels over all these years, through every version of our story, referring us to their neighbours, and coming back for their next projects. As RISE GC, we continue working every day to be worthy of that trust — with honesty, care, and the best work we can deliver.