THE NEW STANDARD
MiTek, a global provider of builder materials, software, and machinery for the construction industry tapped into HLK to find a way to advance past their competition.
Their direct competitor Simpson was known as the chosen industry standard, but didn’t own up to this fact. They were costly, did not own or provide any enhanced software and it was obvious that MiTek had an upper hand. Based on this insight I uncovered, my team and I came up with a concept that repositioned MiTek as “The New Standard”.
A heroic photography and graphic treatment heroes the two most important things to MiTek, their builder relationships and the quality and engineering that goes into every one of their products.
BRANDING / ADVERTISING
Their direct competitor Simpson was known as the chosen industry standard, but didn’t own up to this fact. They were costly, did not own or provide any enhanced software and it was obvious that MiTek had an upper hand. Based on this insight I uncovered, my team and I came up with a concept that repositioned MiTek as “The New Standard”.
A heroic photography and graphic treatment heroes the two most important things to MiTek, their builder relationships and the quality and engineering that goes into every one of their products.
BRANDING / ADVERTISING
CAMPAIGN CREATIVE
CAMPAIGN RICH MEDIA
PRODUCT ADVERTISING
LANDING PAGE
CUSTOM PHOTOGRAPHY
ROLE
Creative Director / Lead Art Director
CREATED AT HLK
Tyler Wait: Art Director
Caroline May: Lead Copywriter
Brandon Voges (Bruton Stroube Studios): Photographer
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STL MO USA
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