LEVEL UP CAMPAIGN
Designed to Inspire the Next
Generation
of Masons
Challenge: Partner with the International Masonry Institute and the Masonry Institute of Washington to reverse declining interest in the skilled trades and inspire a new generation to consider masonry as a viable, rewarding career path.
Approach: Nebulous partnered with IMI and MIW to develop brand strategy, visual identity, and an integrated recruitment campaign designed to reposition masonry as modern, creative, and future-focused. The work centered on reframing the trade around stability, skill, and pride in craftsmanship, while speaking in a tone that resonated with younger audiences. Creative direction balanced respect for the craft with bold, contemporary execution to help the work stand out statewide.
Contributors:
David Sperry — Brand & Campaign Strategy, Creative Direction, Visual Design
Sarah Berends — Copy & Messaging
Result:
- Increased applicants to the Northwest Masonry Union by 220%
- Successfully repositioned masonry as an aspirational career path
- Launched a comprehensive statewide recruitment campaign
- Delivered a brand identity honoring tradition while attracting new audiences
