“I helped transform a traditional industrial company’s visual communication into a more cohesive, modern, and educational brand presence”
spectrum concrete products: A Case study
Building a stronger visual presence for a concrete products manufacturer.
DESCRIPTION
PROJECT TYPE
Brand Identity · Social Media
TOOLS
Photoshop · Illustrator · InDesign · Premiere Pro · After Effects
ROLE
Creative Director · Graphic Designer · Photographer · Videographer · Researcher
DELIVERABLES
Social Campaigns · Email Blasts · Photography · Motion Graphics
Spectrum Concrete USA manufactures precast concrete products for commercial, municipal, and residential applications.
The goal was to establish a recognizable visual presence for Spectrum and create a foundation for consistent communication across social media, email marketing, and product-focused content.
The Goal
Establishing a foothold
INDUSTRY LANDSCAPE
I was hired to create social media posts for a company that had no social media presence or brand identity. They had a logo and word-of-mouth sales. I took the initiative and decided to design the company’s visual language, and social media identity. I ran into a problem though, how do you make an industrial product company worth paying attention to?
The challenge
Their online presence came from a series of 2-4 Instagram posts from 2019. Their LinkedIn account had no posts, and their X and Facebook profiles were nonexistent.
PHOTOGRAPHY
I captured Spectrum’s products and manufacturing environment through detail shots, wide-angle compositions, and action-focused imagery that shows people actively working. The documentary-inspired style emphasizes natural lighting, strong compositions, and the raw textures of concrete.
“Concrete doesn’t have to be boring!”
Researching competitors
Spectrum Concrete Products, and any other company in the same realm of work has the same big competitor, White Cap. White Cap is a company that’s been buying out smaller companies like Spectrum since the pandemic.
“What I wanted to do is make Spectrum stand out among the likes of White Cap.”
I wanted the campaign to make custom fabrication feel approachable and collaborative, showing that customers can bring their ideas to Spectrum and work with the team to develop a product that fits their needs.
The campaign combined product-focused graphics with documentary-inspired video to communicate both the flexibility of Spectrum’s capabilities and the people behind the work. Rather than simply showcasing what the company manufactures, the content was designed to help potential customers recognize that Spectrum can be a partner in creating something specific to their project, not just a supplier of standard products.
campaign EXAMPLE: cUSTOM FABRICATION
Custom Fabrication: Built Around Your Needs
This campaign was developed to highlight Spectrum’s custom fabrication capabilities and communicate that not every project comes off a shelf. The concept centered on the idea that even a rough sketch on a napkin can be the starting point for a custom fabricated product for the jobsite.
The visual system was designed to balance Spectrum's industrial identity with a more contemporary digital presence. Bold typography, structured layouts, product photography, and simplified graphic elements create a system that can scale across social, email, and motion.
The color palette was taken from the existing color palette on the company’s logo
THE FIVE PILLARS OF CONTENT
I surmised that if Spectrum were to have a decent chance at gaining a following on social media, the content being posted had to follow five guidelines as to what the content was about:
Product - What Spectrum provides
Knowledge - What Spectrum can teach others
Process - How Spectrum operates
People - Who makes Spectrum work
Field - Where Spectrum products are used.
Visual direction
VIDEOGRAPHY
I captured and edited video to highlight the grit of factory work and construction, using high contrast and deep blacks to emphasize the raw textures, machinery, and physical labor. The result is a cinematic, industrial aesthetic that brings Spectrum’s products and the people behind them to life.
PRODUCT PROCESS
product communication
Rather than treating social media as another product catalog for the company, I developed ways to communicate why the product matters.
PRODUCT SPOTLIGHT
EMAIL MARKETING
Spectrum's existing email communication primarily focused on displaying products. I explored a more editorial approach that combines product promotion with educational and application-based content.
The old newsletter style was inconsistent, had justified paragraphs, some in all caps, and no paragraph styles.
The new newsletter I designed brought paragraph styles with hierarchy and headers. I added social media buttons, and there are now hero images with supporting imagery, product story, applications, and technical information with calls to action
BEFORE
AFTER
sOCIAL MEDIA SYSTEM
This Did You Know post starts off the campaign. It briefly introduces the idea of Spectrum’s custom fabrication, and creates curiosity, and interest in their capabilities as a steel fabrication and concrete products supplier
cAMPAIGN RESULTS
Spectrum already had a reputation in the industry that wasn't represented online. I created the visual and content system that began translating that word-of-mouth reputation into a public-facing digital presence.
By introducing a consistent visual language, structured content strategy, and regular social communication, Spectrum began building an audience and generating visibility where there had previously been little to no public-facing presence.
BUILDING VISIBILITY
10 → 75 Followers
Established Spectrum's first consistent social media audience.
0 → 1240 Accounts Reached
Introduced the Spectrum brand to people beyond its existing customer network.
1412 Impressions
Created significant opportunities for potential customers and industry professionals to encounter the brand online.
94.7% Engagement Rate
Generated measurable interaction with Spectrum's content through educational, product, project, and behind-the-scenes content.
+2700% Impressions
Significant increase in opportunities for exposure for Spectrum.
+300% Page Views
Social media campaign made people curious as to what Spectrum was about as a company.
More Than Metrics
The biggest result was not a single post or follower count. It was the creation of a digital foundation for a company whose reputation had historically lived primarily through word-of-mouth.
Spectrum now has a recognizable visual language, a consistent way of communicating its capabilities, and a digital presence that can continue to grow alongside the business.