Raw Creative
As one of Denver’s most versatile architectural design and fabrication firms, Raw Creative has gained a reputation for delivering both eye-catching installations and beautifully understated, yet highly functional details. Yet their incredible breath of capabilities—and diverse team comprised of architects, artists, designers, fabricators and craftsmen—often led their target clients (namely, architects and general contractors) to view them as a potential competitor.
After working through a brand strategy exercise addressing both their team’s unique skill sets and previous communications challenges, we were charged with developing core brand messaging, website copywriting and content for printed marketing collateral. We also executed an onsite photoshoot, capturing dynamic images of the team’s wood, metal, concrete and digital studios. The result is cohesive visual and verbal storytelling that presents Raw Creative as a collaborative, experienced partner for other professionals in the architecture and design sector.
LOCATION
Denver, Colorado
PROJECT SCOPE
Visual Refresh
Brand Positioning + Copywriting
Photography
The Opportunity
After a mere five years of operations, Raw Creative’s leadership team was already widely recognized as innovators in Colorado’s architecture and industrial design industries. Yet they had never stepped back to strategize how they talk about their brand to potential customers, collaborators, the media or the general public. By guiding their founders through a brand strategy and identity exercise, we were able to better establish why Raw is particularly unique in the market and how to succinctly, persuasively communicate that message to their target audiences.
The Challenge
Due to their professional training in architecture and construction, team of expert craftsmen and multi-medium fabrication capabilities, some of Raw Creative’s most desirable clients—other architects—often viewed the firm as a competitor. With this in mind, we strategically decided to market the brand as an industrial design, fabrication and installation studio that speaks the language of architects and general contractors.
Printed Materials
Once the Raw Creative team had identified architects, general contractors and similar industry professionals as a priority client base, they commissioned us to execute copywriting for a targeted sales booklet. Titled “Design Assist,” this collateral detailed the philosophy and process that makes the brand a turnkey collaborator for challenging design and build projects. The dissemination of this booklet went on to mark a significant and successful turning point in Raw Creative’s business development strategy.
THOUGHTS FROM THE CLIENT
“Lauren + Carly are professional, reliable, fast and fun to work with. This was our first time working with a copywriter… but Carly jumped right in and made the entire process a breeze! It was our first time working with Cognoscenti Creative, and it certainly won't be our last.”