New York’s construction business is one of the world’s most competitive, with billions of dollars in investment and major infrastructure projects in play annually. For Roman Stone, a N.Y.-based precast concrete supplier, that meant opportunity. Following an ownership transition, the previously family-owned business was undergoing a major modernization of its operations, including new products and capabilities designed to address today’s infrastructure needs. As part of the process, the leadership team asked PUSH 22 to help them modernize Roman Stone’s brand and marketing efforts.
One of the first questions we addressed was the company name: Roman Stone Construction. To contractors and construction companies unfamiliar with the company, Roman Stone Construction sounded like a competitor so we dropped construction from the name and added a tag that clarified the company’s focus on precast and infrastructure solutions.
Next, we updated the Roman Stone logo with a simplified design and introduced new fonts, colors and design elements to reflect the bold, ambitious direction for the modernized company.
Aligning sales and marketing.
Ensuring sales and marketing are aligned to the same objectives is an important part of any marketing effort. So we worked with leadership to reorganize its products and capabilities into four key segments and built a comms strategy for each to guide marketing and sales efforts.
Make progress with precast.
To launch the brand, we introduced a new campaign focused on showing utilities and contractors how Roman Stone could help them “make progress with precast”. From simplifying logistics to improving quality to simply turning around quotes faster, the campaign helps position Roman Stone as a true partner focused on making their customers’ lives easier.
They say New York is the city that never sleeps. It’s also a city that never stops building and Roman Stone now has the brand foundations it needs to tell its story and build its precast business.
Not only did we help update the Roman Stone brand, but the process helped reaffirm both that ownership and the leadership team were clearly aligned on what “progress” looks like for the company.
“This rebranding marks an exciting new chapter, as we invest in modernizing operations, launching new products, and innovating new technologies and logistics capabilities. I could not be more excited.”
DANIEL MURRAY
President and CEO
