Rethink Asphalt

CAMPAIGN CASE STUDY

Client: Illinois Asphalt Producers Association (IAPA)
Capabilities: Brand & Logo Development, Website Development, Photography, Video Production

The Illinois Asphalt Producers Association (IAPA) is a state-wide nonprofit organization that serves as an industry resource and vital communications channel for those involved with nearly every facet of Illinois’ asphalt industry. One of the main challenges facing IAPA was misinformation about asphalt plants and the safety of asphalt production. As the mouthpiece for asphalt companies state-wide, IAPA enlisted the help of Clanin Marketing to gather and deploy accurate and reliable information through a strategic branded campaign to the general public.

Solution

After meeting with IAPA board members and company owners, the Clanin team knew a strategic storytelling campaign would address their misinformation issues head on. This campaign needed to be informative, but not bogged down with technical details. It needed to be friendly, but not pandering. Most importantly - it needed to share vital information and resources with the public to make sure they understood what a truly safe process it is to produce asphalt.

Clanin Marketing knew that the best way to achieve these goals was to develop an approachable and trustworthy brand. This campaign also needed to provide a platform for leading industry experts to discuss the safety measures in place to ensure asphalt production remains safe and sustainable. After extensive research and planning, the Clanin team developed Rethink Asphalt.

Deliverables

This storytelling campaign was built from the ground up and required the Clanin team to design and implement a wide variety of designs and deliverables.

Logo Development

Clanin Marketing designed a modern and approachable logo that contains a slick golden-yellow icon. This mark represents lane markers found on asphalt roads and reminds viewers how critical the asphalt industry’s work is to the infrastructure of America.

Website

To place all of the deliverables together, a custom website was developed that required design and coding work. As home base for the Rethink campaign, this new site provides visitors with additional information on the Illinois asphalt industry in the form of compelling copy, interview videos, and compiling loads of resources readers can delve deeper into.

Video

A scripted campaign overview video and interview style videos were shot to cover the main four topics Clanin Marketing and IAPA worked together to determine for the campaign: Good Neighbors, Safe & Smooth, Recycling, and Controlled Emissions. For each topic, a graphic icon was also designed that can be used across all campaign materials to help unify the brand system.

Photography

In addition to the videos, Clanin Marketing knew custom stock photography would be crucial in this campaign to make sure everything was Illinois-centric, and that the average citizen could look at the Rethink campaign and feel it was talking to them directly. Custom photography also provides opportunity to show that asphalt employees are not faceless strangers but instead their friends and neighbors.

Starting from scratch with only IAPA’s needs to direct our efforts, the Rethink Asphalt campaign was an exciting and fulfilling challenge. Having a hand in every aspect of this project allowed Clanin to create an eye-catching and cohesive campaign that makes a reader do exactly as the name suggests, and Rethink Asphalt.