Mixing New Life into a Concrete Brand.
How do you bring a brand to life in a traditional industry like construction with a familiar product like concrete? Using modern design, professional photos and videos, and a touch of tongue-in-cheek humour.
That’s the approach we took when ProMix Concrete turned to Original Ginger for help with branding and custom website design. As the company owners were extremely busy, they asked us to work collaboratively with a business consultant they hired to take on the client-side project management, which was no problem. Our mission: to help elevate ProMix Concrete with authentic, relevant branding capable of catching the attention of their target audience.
Custom Website Design
Breaking the Ice by Cracking a Smile.
Following a brand discovery process, we set about building a fresh identity for ProMix Concrete from the ground up. Although the client had an existing logo that they wished to keep, we were able to refresh it with small touch-ups and developing a full set of logo files in the proper formats.
To inject more energy into the brand, we came up with a new tagline: “It’s Time to Get Fresh with Your Concrete.” This ties in directly with one of the company’s unique selling points as its specialized trucks provide on-site, on-demand mixing of concrete, which offers greater versatility compared to pre-mixed concrete delivered in traditional trucks. The client also felt that the cheeky tagline was the perfect fit for the company’s fun team and friendly culture.
Telling a Visual Story.
ProMix Concrete offers specialized services, so one of the branding objectives was to clearly communicate what the company does and what makes it unique. We knew that powerful visuals would play a key role in this, so we made photography and videography a priority.
In addition to a two-day video and photography shoot, we provided comprehensive video production including script writing, editing, text overlays, professional voiceover narration, colour correction and licensed music. The resulting videos and photos became valuable assets as we built the custom website, and the client also uses them as promotional materials for customer presentations and networking. The company may be operating in a traditional industry, but its new brand shows that ProMix Concrete has a fresh story to tell.
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