Blazer Modular Construction
After receiving a $5M grant to expand production capacity, longtime modular builder Blazer needed to move beyond word-of-mouth referrals and attract more qualified opportunities. But their existing website didn't clearly explain what they did, or who they served.
Role: Senior Strategist and Copywriter
Defined positioning, narrative framework and messaging strategy
Developed website information architecture, navigation and user journey; helped direct visual storytelling and photography around Blazer's role as a builder
Led content development across the full website
Distilled hundreds of pages of existing internal information into a cohesive external story
Selected Writings
Modular construction is complex. The writing needed to make it understandable, digestible and actionable. The new content architecture clearly positioned Blazer as a wholesale modular builder, created intuitive pathways for distinct B2B audiences, and helped prospects move from intrigue to inquiry—or quickly realize Blazer wasn’t the right fit and self-select out along the way.
Aligning Visual Storytelling
Blazer’s digital presence focused primarily on showcasing finished projects, but didn’t fully reflect the scale of the business, the strength of partnerships, or its position as the Pacific Northwest's largest commercial modular building manufacturer with a 135,000 SF on-site factory.
A strategic repositioning coupled with a powerful, authentic photoshoot, in partnership with Aaron Lee Photography shifted the visual narrative from finished architecture to how things get built. By showcasing the factory, tradespeople, materials and process, Blazer's role as a builder immediately more visible.
Collaborators
Creative Director: Jennifer Bryan
Art Director/Lead Designer: Danielle Breck
Senior Designer: Keri Bonn, Bre Tauscher
Photography: Aaron Lee
All work produced under the direction of Think Joule.