Client
National Ready Mixed Concrete Association (NRMCA)
Categories
Branding, Motion, Social Content, Creative Vision, Signage, Video Production, Multimedia
Team
DDC
Creative Direction
Jesse Bussey, Brad Whitford
Role
Senior Multimedia Designer
The National Ready Mixed Concrete Association (NRMCA) realized it was critical to reverse a troubling trend of losing market share to inferior construction products, and decided to launch a marque public affairs effort to support concrete producers. The five time award winning multi-faceted Build with Strength campaign was designed to reach a broad audience and champion concrete as the material of choice for builders, developers, investors, and consumers.
Through media, advertising, dynamic web and social content, and personalized communications I, along with other creative minds, ensured that NRMCA’s most compelling messages resonated with targeted audiences. The Build with Strength campaign has led to numerous accolades, but more importantly, a change in the narrative about what role concrete plays in our communities, the nation, and the world.
Reimagining the future of concrete.
We aimed to show the construction community, policymakers, building code officials, property owners and the media how concrete’s sustainability, durability and fire resistance made it the best choice for their projects and communities.
A creative structure built on core values.
The brand uses carefully chosen elements to follow a thoughtful and dynamic design system that amplifies with authenticity and energy.
Designing for a multimedia experience.
The campaign required creative content to be developed to meet the needs across several media platforms, one being a bi-weekly podcast series that was produced and managed in-house.
Motion that builds narratives and inspires.
Working closely with our video producer, I developed on-screen animations that owned the brand aesthetic, feeling powerful and impactful while delivering authentic robust messaging.
