Case Study/Categories/Construction
Atlas Construction Group
The sites were already the advertising. They just weren't saying anything.
A construction group's largest media buy is the one it already owns.
Overview
A construction group's largest media buy is the one it already owns.
Atlas Construction Group had eleven active sites across the region, every one of them wrapped in hoarding that thousands of people walked past daily. The hoarding carried a logo, a phone number, and nothing else. Meanwhile the marketing budget went on trade press almost none of those people read.
Our role was to treat the estate as the channel it already was: a system of hoardings, vehicles, hats and site signage that tells the same story at fifty metres and at arm's length.
Built where everyone can see it
Construction brands tend to be judged on evidence rather than claims, and Atlas had eleven pieces of evidence standing in public. The gap was that none of them said what was being built, who was building it, or when the street would get its pavement back. Answering those three questions in large type turned a barrier into the most useful sign on the road, and the most persuasive thing the company had ever put its name on.
One system, eleven sites, no design team
Whatever the system was, it had to be installed by site managers with a print quote and a deadline, not by a studio. So the work shipped as a kit: fixed panel sizes, a colour pair that survives being printed cheaply and left in the sun, type set large enough to be read from a moving car, and a one-page rule sheet. Consistency across eleven sites came from making the correct version the easiest one to order.
Our brand promise
We tell you what we're building and when we'll be done. Printed on every hoarding, which is the only place a promise like that counts — and the reason it had to be one the business could keep.
Categories
Atlas Construction Group
The sites were already the advertising. They just weren't saying anything.
A construction group's largest media buy is the one it already owns.
Atlas Construction Group had eleven active sites across the region, every one of them wrapped in hoarding that thousands of people walked past daily. The hoarding carried a logo, a phone number, and nothing else. Meanwhile the marketing budget went on trade press almost none of those people read.
Our role was to treat the estate as the channel it already was: a system of hoardings, vehicles, hats and site signage that tells the same story at fifty metres and at arm's length.
Built where everyone can see it
Construction brands tend to be judged on evidence rather than claims, and Atlas had eleven pieces of evidence standing in public. The gap was that none of them said what was being built, who was building it, or when the street would get its pavement back. Answering those three questions in large type turned a barrier into the most useful sign on the road, and the most persuasive thing the company had ever put its name on.
One system, eleven sites, no design team
Whatever the system was, it had to be installed by site managers with a print quote and a deadline, not by a studio. So the work shipped as a kit: fixed panel sizes, a colour pair that survives being printed cheaply and left in the sun, type set large enough to be read from a moving car, and a one-page rule sheet. Consistency across eleven sites came from making the correct version the easiest one to order.
Our brand promise
We tell you what we're building and when we'll be done. Printed on every hoarding, which is the only place a promise like that counts — and the reason it had to be one the business could keep.
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