Western Archrib
ROLE: Brand Strategy, Marketing Strategy, Creative Direction, Copy
A brand to meet the eye of architects
Custom laminated beams, spanning up to 150 feet, have become the choice for the world’s top architects in airports, public buildings and stadiums, but the legacy Western Archrib brand had grown tired and didn’t project the image of a leading partner for leading designers.
The new brand had to meet the standards of the most discerning eyes, and it needed to symbolize the level of personal investment and attention that the Western Archrib team had become known for. The new signature logo was a composite of handwritten characters from members of the Western Archrib team, and the Build Bright campaign delivered a fresh message to architects about both the practical and aesthetic benefits of building with the company’s Westlam Spruce products.
