Superior concrete Products
Superior Concrete Products is a full-service manufacturing, and construction company that provides a complete range of NPCA-Certified precast concrete building systems. Each product has the rich look and feel of stone, brick, stucco, or wood, with a level of reliability and durability traditional materials just can’t match.
Objective
Superior Concrete Products needed a marketing and design partner to position it as a global company and introduce their product into the consumer market. To achieve that goal, we needed to define new advertising and creative opportunities to introduce Superior rail into the ranching market.
Idea
Tough never looked so good and Superior elegance. We used relatable photography to draw appeal to a concrete fence. We built credibility by speaking of legacy, durability, and beauty. We thought the best thing to do was to create a variety of photography assets from elegant to tough. The versatility gave us the opportunity to speak to many audiences in one market segment.
Responsibility
My collaboration with Superior was extensive and collaborative. Our team did a deep dive in the design and manufacturing process of Superior's concrete products. With the help of Jamie Brown, we outlined target markets, product benefits, marketing strategy, advertising opportunities, and creative direction. I lead creative direction and art direction with an internal team of collaborators, production artists and photographers. After production, I drove design across a variety of advertising campaigns and sales collateral.
Results
With a six-figure media buy and creative investment across print, web, social, and sponsorships, Superiors revenue jumped 35%.
Tagline
Secure your surroundings.
