FORGED FOR THE WORK AHEAD
Adrian Steel
WHAT WE DID
Campaign, Copywriting, Motion Design, Photography, and Videography
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Adrian Steel isn’t just a cargo solutions company—it’s a product of the place it started and the tradespeople it supports.
Born in the small town of Adrian, Michigan, the brand carries with it the honesty, determination, and hands-on spirit that defines American industry. Built on grit, precision, and the pride of making things right, Adrian has quietly supported the trades for generations. Durham was tasked with developing a brand campaign that amplified the heart and history of Adrian Steel’s story to America.
Introducing Adrian to a wider audience meant more than telling a story—it meant reimagining how the brand shows up. Without compromising the history that the company was built upon, the campaign delivers a subtly refined brand look, tone, and feel that brings a new clarity to the who the brand is and the people it serves, preparing Adrian for the road ahead.
SET IN STEEL
Leveraging the visual equity of the Adrian Steel logo—specifically its distinctive horizontal rule lines, Durham created a cohesive, instantly recognizable frame system to apply to campaign headlines. By extending this structural motif to supporting messages, the system reinforces brand consistency while elevating the prominence of key messaging. It’s a strategy that communicates strength, clarity, and alignment, mirroring the durability and precision Adrian Steel stands for.
Q1 MESSAGING
Q1 introduces Adrian Steel to America by grounding the brand in its hometown values. “To America. From Adrian.” is a tribute to the town where it all began, Adrian, Michigan, a place built on pride and purpose. This campaign invites the audience into the heart of Adrian Steel, showcasing where the company comes from and what it stands for. It highlights the small-town roots fueling nationwide impact with Adrian’s commitment to supporting American jobs with purpose-built solutions.
Q2 MESSAGING
Q2 highlights Adrian Steel’s longstanding commitment to craftsmanship. “Forged for What’s Next” honors the company’s legacy while spotlighting its ongoing drive toward innovation. With over 70 years of experience, the campaign reinforces that Adrian products aren’t just assembled—they’re purpose-built with care, precision, and a clear focus on the future of work.
Q3 MESSAGING
Q3 centers on the why behind Adrian Steel— why tradespeople across the country choose Adrian over anyone else. This campaign highlights the brand’s real-world reliability and national reach, showing that Adrian products are not only built tough but proven tough in every corner of America. “American Jobs. Adrian Tough.” is a salute to the hardworking professionals who trust Adrian to move with them, wherever the job takes them.
CAMPAIGN SUCCESS
In just five months, the awareness campaign delivered measurable success.
STATISTICS COURTESY OF MEDIA PARTNER
CAMPAIGN REACH
66M+ Impressions
ORGANIC SEARCH IMPRESSIONS
2.4x Increase
WEBSITE VISITORS
200,000 site visits
PULL UP A CHAIR AND LET’S CHAT, SHALL WE?