Tricon Precast Gets a “Fighting Grade” Website from Barrett-Wehlmann.

When you pay any attention to it at all, it seems like “bricks and mortar” – the old infrastructure stuff. Precast concrete is nowhere compared to, say, tablet computers and social networks, or sex-appealing wind turbines.

In the NAICS 327390 world of “Other Concrete Product Manufacturing,” it’s an industry that makes its living manufacturing concrete products like barriers and bridges, sound walls and traffic dividers.

Except when highway construction interrupts your commute, though it is effectively invisible.

It’s no invisible business for Tricon Precast or for its web agency, Barrett-Wehlmann. Tricon Precast actively participates in precast concrete products. Its end-users are mainly infrastructure people, from state highway commissioners and roadway engineers to contractors of all sizes.

Whether the economy is hot or cold; whether civil engineering projects are shovel-ready or on hold, Tricon Precast works with professionals all over the region. Tricon Precast is rather like the man behind the man behind the gun and, as a result, its business is far more about technically rich information than brand presence.

That’s how Barrett-Wehlmann created the new fighting grade website for Tricon Precast. “Fighting grade” is a term not much used these days; but a few years back, it aptly described the roll-up-your-sleeves world of products and services whose benefits far outweighed the need for hype…quality-conscious and price-conscientious.

It ain’t fancy, this new website; it is tremendously functional. Barrett-Wehlmann principal Darrell Wehlmann, who’s also responsible for the SEO on this site, names the website attributes:

…in-depth information about its products and services...clear communication about the benefits of its precast concrete solutions….rich with content, technical data and downloads…easy to navigate and use.

On this project, James Grantham is the Creative Director; Carl Glatzel is the designer. Artist Mike Guillory created the 1950s-style illustrations on the HOME page, an excellent touch. And I wrote the copy – I’m always grateful to Barrett-Wehlmann for involving me in clients and projects that are just different enough from the everyday to be completely involving.

In Henry V, Shakespeare described what I take the Tricon Precast site to represent: “We are but warriors for the working-day.”

Thanks to clients B-W and Tricon Precast, I got to be this kind of warrior myself.

Stand by, Panama. I’m Wearing “Las Señoritas” on the Island Princess Cruise.

Last year, Bill Barrett of Barrett-Wehlmann and his wife took the same Panama Canal cruise, on the same ship, that we’re taking end of March. After talking with him and seeing some of his photos, the need for a new modest (fashion) statement seemed evident to me.

I needed to go far beyond the mundane cruisewear of yesteryear (such as displayed in the ad, bottom right). After all, some agency CD might want to create a more vivid advertising campaign for Princess. I want to be ready for my close-up, Mr DeMille.

I was aided and abetted again this time by the Amazing Seamstress Herself, my traveling companion, Barbara. I got to select the fabric and it was something of a struggle, you know how timid I am about colors and patterns.

Fortunately, the Folkorico section of the Alexander Henry Fabric Collection (gots to be a California company!) yielded “Las Señoritas” in the right summer-cruising weight. The colors have the kind of understated approach you all know I favor. And even though this collection has similar patterns with island girls and aloha girls, these are pale by comparison.

Alexander Henry is the self-proclaimed industry leader in cutting-edge, conversational print design. It’s quite clear that “he” created this particular pattern for someone who carries on a conversation at the top of his lungs. Like yours truly.

“Las Señoritas” isn’t the only loud shirt I’m packing but it’s the newest and I’d like to thank the Members of the Academy for not hiding their eyes in shame as I travel to and from the Canal in a few weeks. If advertising is life, then self-promotion is…me!

Pattern: Simplicity #3852. Crafter: Barbara Nytes-Baron    . Thanks and much more to Frank White the Photographer for the excellent photo (top). Older travel photo (bottom) published on CreativePro.com by Gene Gable, February 19, 2010.