Case Study
Creating Modern Relevance for Masonry
Agency: Interrupt
The new master brand for a client’s masonry portfolio faced a steep challenge: Establish itself as an expert and innovative force in a stagnant category.
Masonry is often seen as a mere commodity product. It also faces growing competition from alternate materials like glass and metal. By focusing on holistic building solutions and thought leadership rather than products alone, Echelon was poised to disrupt.
I developed the messaging platform, campaign copy, and content strategy to launch Echelon, positioning the new brand as “next generation masonry” and showcasing masonry products in a new light. Aimed at architects and building owners, the approach defined Echelon’s portfolio as both beautiful and perfectly suited for modern construction needs.
The award-winning campaign catapulted Echelon from zero to #1 in unaided brand awareness in just 18 months.
Content Strategy: Leading the Modern Masonry Conversation
I also developed a comprehensive content strategy to highlight both Echelon’s portfolio and extensive masonry expertise, forging deeper relationships with architects and building owners. This included videos featuring industry pros and their projects, along with creation of “Modern Masonry Magazine,” a quarterly online trade publication aimed at both educating and inspiring.
High engagement: Pros spend an average of 45 minutes reading the online publication.
Individual magazine articles were authored by additional writers
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