Centex Corporation/Centex-Rodgers
Nashville, Tennessee
Centex Construction is a major division of Centex Homes. They wanted to be positioned as prominently to the commercial building world as Centex Homes is to the homebuilding category.
Expression
Centex’s national commercial construction division desired to distinguish and position its multi-million dollar division and partnership as a premier provider for Class A office building and hospitals, primarily in the Southeast region of the United States. The design solution was expressed through an integrated series of brochures for the national positioning of the company, utilizing a predominately white, museum-like concept featuring the buildings in color and the cover treatment in a strong duotone image to contrast the colorful reveal upon opening. An ad series was also developed to communicate the promise of the company and then reinforced by a series of targeted direct mail pieces to specific prospective clients. Client targets were primarily commercial developers, architects and engineers.