A brand aimed at the architectural market was created for High Concrete Group — a leading manufacture of precast concrete. The objective was to create a unified marketing communications program that included establishing print and electronic graphic standards and developing hard-hitting marketing materials, sales tools and advertising. These creative solutions helped to establish High Concrete Group's position as a true industry leader. The new brand received multiple awards including Architectural Record's Excellence in Advertising “Best of Show”—the industry’s top award for marketing professionals. The graphic language was derived from the precast component modules manufactured by High Concrete Group, such as columns, girders, spandrels, wall panels, stairs and Mega Tee beams—the “kit-of-parts.” The use of red and black color separates the brand from their concrete gray competitors and positioned High Concrete Group as a contemporary forward-thinking company. The look was applied to all manner of print collateral; 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.