(01) Project Overview
Client
ProBuild®
Sector
Construction · Building Materials
Deliverables
Brand Identity · Brand Guidelines · Marketing Profile · Website
Credits
Brand Strategy · Positioning · Content & Copywriting · Website Development
Engagement
Storm Start™ → Storm Partner™
Website
(02) Challenge
Win the specification
An architect writes the specification, a consultant approves it, a contractor sources against it. By the time a purchase order exists the decision is months old. ProBuild had the portfolio and the technical fluency to compete at that stage and no way to present either, so every meeting started by explaining the business from scratch. The gap was not visibility. It was credibility at the exact point where credibility gets tested.
(03) Decision
Design for specification decisions
The position
Built backwards from the architect and the consultant rather than forwards from the purchase order. We specify, we supply sets ProBuild as a partner in the technical decision, not a vendor fulfilling one.
The consequence
Every asset had to survive technical scrutiny. The identity was drawn for submittals, product literature, signage and screen, in Arabic and English as one system.
What was built
- A position built on one operating truth: we specify, we supply
- An identity drawn for submittals and product literature, not for a logo sheet
- Bilingual guidelines the team and suppliers can apply without us
- A marketing profile engineered to work as a specification tool
- A website inside the same system, not beside it
How it launched
The marketing profile went out as the primary sales instrument, with the website built in the same system and the whole thing handed over documented. Started as Storm Start™, continues as Storm Partner™.
(04) Impact
A profile that makes the technical argument before the meeting starts.
(05) Client
Mohab Alahmad
Managing Partner, ProBuild®
