U.S. Waterproofing

Services provided:



Printed materials


When we first met U.S. Waterproofing, they were very worried about their future. Two years later, they moved into a building three times bigger.

They felt they had reached saturation, and a competitor was advertising heavily and eroding their market share. Our first job was to rebrand the company, building a brand narrative around the word/concept of seepage. It was a word they could own (as a url, as a toll-free phone number, etc.) To build the story, we created a TV spot that repeated the word seven times, making it sound as threatening as disease.