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LEVEL UP CAMPAIGN

Designed
to Inspire THE NEXT
GENERATION

LEVEL UP | Recruitment Campaign

Challenge: Partner with the International Masonry Institute and the Masonry Institute of Washington to create a statewide recruitment campaign that inspires the next generation of masons.
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Approach: With interest in the trades declining, we repositioned masonry as a modern, creative, and rewarding career path. Built a bold strategic foundation, visual identity, and creative direction that emphasized stability, skill, and pride in craftsmanship.
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Result: Launched the LevelUp Campaign across paid and social media, photography, video, billboards, posters, and web, driving a 220% increase in applicants to the Northwest Masonry Union.

BRAND STRATEGY

We set out to reframe masonry from “hard labor” to a craft of creativity, pride, and opportunity. The strategy focused on connecting the trade’s heritage with its modern relevance—positioning masons as builders of both structures and futures, grounded in skill, stability, and purpose.

VISUAL IDENTITY

The identity combines the strength of the trade with a modern edge. Bold typography, textured materials, and a natural palette of brick and stone create a timeless yet contemporary look designed to attract a new generation while honoring the craft’s legacy.

CAMPAIGN STRATEGY
& VISUAL DESIGN

Through audience testing, two core directions emerged: Start Something and Level Up. Both speak to growth and self-determination, whether building a solid career or taking control of your future, making masonry feel aspirational, relevant, and worth exploring.

VIDEO PRODUCTION

We created a series of 30-second social videos designed to capture the attention of a new generation of masons. Each spot blended fast-paced visuals, real workers, and aspirational messaging to highlight the pride, creativity, and opportunity within the trade—crafted to inspire curiosity and drive action across social platforms