The Strategy Behind the Brand: Taking Tindall to the Next Level


Tindall Corporation



Award icon

AAF, Marcom, W3


Since 2014, Infinity Marketing has been working with Tindall Corporation, a manufacturer of precast, prestressed concrete products and systems, to implement and optimize a robust branding strategy designed to promote and energize their brand. The challenge was to create a brand that both amplified and highlighted the grit behind Tindall’s products while simultaneously building trust and respect with customers. That’s where the strategic minds at Infinity came in.



Our branding strategy for Tindall began with a planning exercise that identified a vision for the company’s brand and the key tactical components for both awareness and lead generation campaigns. After solidifying the vision, the first major branding step was developing brand standards that could be used as a foundation for marketing efforts moving forward.

Through research and brainstorming, our team identified a variety of goals for the company. They wanted to reflect their experience, innovation, and reliability in everything they produced, from visual execution to messaging. That meant that Tindall’s brand needed to be clean, direct, consistent, and delivered with confidence. It wouldn’t be enough to simply say that Tindall was innovative, reliable, or smart — the creative had to show it.

For messaging, a comprehensive and meticulous guide to tone, voice, and grammar mechanics was created. For photography, guidelines were established to ensure that photos were predominant and highlighted the benefits of precast concrete. Infinity also created thorough best practices for everything from social media to digital display.

Infinity has continued to build, expand, and refine Tindall’s branding over the years. Our team has created an entire host of creative pieces for this client, including videos, print collateral, direct mail, digital media, and more. Today, Tindall has a modern and engaging website that 100% of survey respondents claim had an appealing design and a professional look. Tindall projects have also won eight awards in the last three years, including a W3 Silver Award, two AAF Silver Awards, and four MarCom Gold Awards.

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