Starting with the Aggregate Industries triangle graphic device, we built a distinct visual theme for ECOPact. Triangles hint at movement and progress so are a dynamic shape to build from. For imagery, we focussed on the end-user of the built environment, when other comms focus on the process of construction, showing the concrete being poured or the project taking shape. The copy tells the customer ‘Sustainable Construction Starts Here’, as we want to reposition the choice of concrete as one of the first considerations in specifying, not the last.