Branding : W. W. Williams : Automotive & Transportation

PROBLEM: The branding materials of W. W. Williams, one of the nation’s largest industrial distribution, repair and service companies, were not separating the company from its competition.
• Quality service, a key characteristic of W. W. Williams, was not communicated in any of their marketing materials
• Advertising consisted of promotional offers and staged pictures of mechanics in front of large engines
• Website was inconsistent and listed only basic services

SOLUTION: The solution was to communicate a message of quality service done right the first time.
• “Consider it done” became the central theme — highlighting their message of service done right
• I set up a documentary-style photo shoot in Savannah, GA and Columbus, OH that captured workers in real life situations —
which visually separated Williams from its competition
• With polished photographs in hand, I enhanced their visual imagery with brushed metal and bolts. This detailing I then applied
to their entire line of branding materials: advertising, website and corporate brochure

Williams Corporate Brochure:


Williams Website : See more


Williams Advertising Campaign: