Global Branding: Revolutionary Green Concrete
Website, Tradeshow Graphics, Brochure
iCrete is a new green technology that produces a stronger, cheaper, more efficient and less environmentally damaging concrete.
Objective
Take their existing logo and create a brand look that works on an international stage, while providing in-depth information to a wide target audience of end users. We need to communicate that this is a “whole new category” within cement.
Target Audience
Developers, architects, engineers, contractors, producers
Main Message
iCrete is a new green technology that produces a stronger, cheaper, more efficient and less environmentally damaging concrete.
Our Solution
We introduced this new concrete category by showcasing the marquee projects currently using it for construction, e.g.: Freedom Tower, Frank Gehry’s NYC high rise. We started with a very modern, but still industrial, look that would appeal to each of the target audiences. Then, we added the organic shapes and diagrams that describe what this new cement can do and how it’s different from standard cement. Finally, to show how fluid and malleable this product is, we animated the main visuals.
