Shaped By Concrete Brand Campaign
Modern society has been built using cement and concrete. Our roadways, homes, schools, communities and cities have all been shaped by these two materials. So foundational are they to our daily lives, cement and concrete inevitably shape our future as well. From mitigating the effects of climate change to providing long-lasting, durable infrastructure. However, the role cement and concrete play in creating a more sustainable and resilient world is often overlooked. The American Cement Association (formerly PCA) needed creative and impactful ideas to raise awareness of and bring to the forefront the positive story around cement and concrete and own their industry narrative.
First, we started with the campaign strategy and identity.
As Senior Motion Designer and Art Director, I helped lead the development of Shaped by Concrete — an integrated campaign built around digital storytelling, motion-led content, thought leadership, and earned media. We developed the overarching creative concept, campaign identity system, messaging framework, and visual language designed to make a highly technical industry feel approachable, contemporary, and culturally relevant.
The campaign extended across a wide range of touch points, including campaign videos, motion graphics, social content, editorial storytelling, and a dedicated website experience. Visually, the creative direction balanced industrial materials with modern, optimistic design — using motion, typography, and editorial-inspired layouts to humanize the story of cement and concrete while reinforcing the industry’s role in innovation and sustainability.