CRB Manufacturing

Brand Strategy – Content Creation – Message Strategy – Creative Direction – Digital Assets  

Challenge: Tell the brand story of a 2nd generation manufacturing company more effectively.

Solution: A message hierarchy, all website copy, and a road map for all communications going forward.

CRB Manufacturing had hired a graphic designer to redesign their website, but without a clear brand framework and dynamic story and copy to guide the wireframe and visual aesthetic, the client and the designer were struggling to make progress. The designer recommended they pull me in to provide some much needed brand direction.

I quickly ascertained that their pre-existing copy was primarily dry “industry speak.” They were afraid of being “too slick” and not “fitting in” with industry expectations about how manufacturing websites “should” look. I reassured them that it’s okay to look different and a brand vision driving authentic copy could help them connect better with their key audiences. It turned out they already had a unique and rich story and culture, but they’d inadvertently been hiding it! I helped them rediscover what made them special and then tell that story in a way to attract and retain top talent and customers.

A concise message hierarchy provided important framing for the website design and enabled me to write fresh copy to bring their story to life. The client loved it, and the designer had a clear framework to plan the wireframe and visuals. They still get compliments about their site and the message hierarchy I provided guides everything they do from training manuals to advertising to recruiting.