The Portland Cement Association: The Brand

The Brand  |  2010 Paving Campaign  |  2011 Pothole Season

* We left the typo in to show we’re human. Call it an Easter Egg.

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Challenge: Develop a brand identity to serve as a door-opener for the concrete industry to increase opportunity.

Scope: Brand Strategy, Logo, Tagline, Advertisement

Results: Awarded a Marcom Gold Award, the brand has served as the core of every industry campaign - and those campaigns have earned more free coverage and buzz than any launched prior to the new brand.

Trivia: The new brand launched at World of Concrete - the annual industry conference - where demand for branded t-shirts was so strong they had to ration them before the end of the first day.

For more information on this project please contact us.

View our live mark-up on the Stokefire Logo
View our live mark-up on the DARPA Logo