Creative Brief

As one of the largest general contractors in the nation, it’s important to not only for our blue tower cranes to be seen, but also for our people to viewed as experts in the field who can move the industry forward. That’s why thought leadership has become an initiative in the last year—our people have amazing stories to tell, stories others can learn from that go beyond the humbleness of “just doing my job.”

With the emphasis on securing thought leadership opportunities, we wanted to take advantage of our external publication, Groundbreaking. Though we’ve published the piece in the past in a more newsletter format, we have evolved to place extra focus on storytelling and positioning our people as experts in the industry, highlighting innovative solutions that benefit clients and the industry.

We’ve taken a more calculated thought leadership approach to feature stories of challenges overcome and creative solutions while also striving to provide the audience with content that is timely and relevant. We pivoted to stories about COVID protocols and relevancy to project types based on pandemic procedures, we featured stories of how our teams maintained safety, quality, and employed quick thinking to consistently deliver for our clients during unprecedented times. We also highlighted our many vertical markets and how each market leader provides unique value and insight. The result is a more sophisticated magazine; one we hope our clients enjoy reading that achieves our external communication objectives.