AltusGroup, the first national consortium of precast concrete manufacturers, spearheaded an entirely new technology called CarbonCast that needed to be positioned as a national brand with full product support and quality standards. Our creative solutions involved a kick-off campaign across multiple media platforms to introduce AltusGroup and CarbonCast to the building industry with a special emphasis on marketing to the architect. The graphic language for AltusGroup was derived from the square—the basic geometric component that forms the carbon fiber grid—the soul of the CarbonCast technology. The sustainable quality of the product is represented by the color green. The graphic language for CarbonCast was derived from the interlocking “C’s” which represents both the casting process and the ability to produce a quality building material in repetition. The carbon fiber strength is represented by the color black. This look would be applied to all manner of print collateral; stationery, product brochures, technical binders, sales sheets, posters, seminar invitations, direct mail, AIA/CES box lunch programs, newsletters, trade show exhibits, signage, packaging and promotional products as well as internet engagements, web sites, landing page art, slide shows, video productions and social media marketing. AltusGroup’s first ad was recognized by a panel of architects as one of Architectural Digest’s best ads of the year.