DamicoWorks
STRUXI & Penta Technologies
STRUXI is software developed on actual jobsites to help construction businesses turn labor productivity from a liability into a competitive edge. Powered by Penta, STRUXI allows construction foremen to focus on their crews, instead of paperwork, and gives users customers valuable insight into what’s happening in the field.
For over five decades, Penta Technologies has provided software and services that improve efficiency and overall effectiveness for construction and field service companies, either cloud-based or at their locations.
STRUXI Branding
The brand for STRUXI was created from the ground up working with SRH, a Milwaukee ad and branding agency.
After months of providing creative direction and working alongside the agency, STRUXI was born.
Latin for "to build," STRUXI's name alongside its logo iconography (which includes hard hats, buzz saw blades and "construction orange") hit all the marks of a brand that showed it was meant for construction.
After securing domain URLs and filing for trademarks, my team got to work on bringing life to the brand with personas, case studies, eBooks, teaser videos and of course, a website.
STRUXI Positioning
Labor is one of the construction industry's biggest expenses.
We wanted to highlight some stats that construction pros might have had an idea about, but didn't fully know - that:
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Construction is one of the only industries that's become less productive over the past six decades
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60% of construction job cost is labor
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80% of construction jobs are over budget
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and 60% aren't on time
Once we could highlight the problem in a branded teaser video, the solution presents itself: STRUXI labor productivity software.
STRUXI.com
My team of two designed, wrote and built STRUXI.com from scratch to bring the app to life.
Using a mix of engaging video, animation, parallax features and lead-generating forms and CTAs, STRUXI.com reflects the power and boldness of the software brand and screams "built for construction companies."
See screenshots below.
(Click below to enlarge screenshot)
STRUXI Personas
Before marketing could begin, personas needed to be created for STRUXI.
Persona are fictional characters, created using real-life data, that represent real-world users of our software. They help keep your business decisions in line with your users’ goals and needs. Why create personas? Personas help focus marketing efforts — whether it’s deciding on what functionality to prioritise or how to approach ourmarketing strategy.
STRUXI eBook
Construction companies are notoriously behind the times when it comes to tech adoption.
To address this head-on, why I took the strategy of educating prospects on the problem of labor productivity in construction, and how software could help them save both time and money on their jobsites.
"NOT YOUR GRANDPA'S CONSTRUCTION BUSINESS PLAN" showed construction companies how to evaluate your current technologies and implement the right ones for your business.
STRUXI Case Study
Social proof is a great marketing tool, especially in industries when word of mouth is more trusted than ad campaigns.
This case study, which I wrote and my team designed, showed prospects how Lithko Contracting, America's second-largest concrete contractor, planned to save millions in annual labor costs with STRUXI.