Bluebeam is the market-leader in construction-industry mark-up software in the US. The issue was that it wasn’t elsewhere in the world. In fact, its brand awareness was hugely variable – ranging from market leader to total unknown depending on the territory. Bluebeam wanted to deliver a global creative campaign – but first needed to find a consistent way of talking to multiple audiences.
First we focused on helping them define the messaging they wanted to communicate. We ran three brand workshops spanning key stakeholders from each global region (US, Europe, Asia-Pacific, South America and Nordics) with the aim of exploring both the market maturity of each region in regards to construction, and the type of message that would best resonate culturally.