Challenge

• Crafco needed stronger, more engaging marketing materials to support national campaigns and product awareness

• Existing visuals lacked consistency and didn’t fully communicate the value of their pavement preservation products

• Digital and print assets needed to be refreshed to better align with brand standards

• The marketing team required high‑quality graphics that could be used across multiple channels, including web, social, trade shows, and print

• The company wanted to increase visibility and engagement among contractors, municipalities, and industry partners

My Role

• Graphic Designer & Marketing Support

• Responsible for designing campaign materials, digital assets, and print collateral

• Collaborated with marketing leadership to strengthen brand presence and improve engagement

• Supported high‑volume production needs with consistent, on‑brand visuals

Process

Design & Campaign Development

• Created a wide range of marketing materials including ads, brochures, product sheets, banners, and digital graphics

• Ensured all assets aligned with Crafco’s brand standards and communicated technical information clearly

• Designed visuals for national campaigns targeting contractors, government agencies, and industry professionals

• Produced graphics optimized for web, social media, and print distribution

• Collaborated with marketing leadership to refine messaging and visual direction

Brand Consistency & Visual Standards

• Audited existing materials to identify inconsistencies and outdated designs

• Updated templates and visual elements to create a more cohesive brand identity

• Improved readability, hierarchy, and visual clarity across all materials

• Ensured technical product information was presented in a clean, accessible format

Cross‑Functional Collaboration

• Worked closely with marketing, sales, and product teams to gather content and understand campaign goals

• Provided multiple design options and iterations based on feedback

• Supported tight deadlines and high‑volume production schedules

• Ensured all deliverables were accurate, polished, and ready for distribution

Outcome / Impact

• Increased visibility and engagement for Crafco’s marketing campaigns

• Strengthened brand consistency across digital and print materials

• Improved clarity and professionalism of product information and promotional assets

• Boosted advertisement views through more compelling, visually aligned campaign graphics

• Supported the marketing team with reliable, high‑quality design work that enhanced overall campaign performance

• Contributed to stronger communication with contractors, municipalities, and industry partners