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Business-to-Business Samples:
Creative Concepts and Art Direction

by William C. Blake

Virtually all of the copywriting samples on this website where produced using my original creative concepts and under my art direction. The following samples have little or no copywriting, but they used my original concepts and were produced under my art direction.


Client: Sherwin-Wiliams (Industrial Division) Challenge: the client had six brands with thousands of products for maintenance, repair and overhaul (MRO) applications: how to merge all into one coherent and interesting entity?		Client: Braden Manufacturing Challenge: the client sells virtually everything for gas turbine power plants except the gas turbines: how to succinctly show its offerings to plant engineers?

Client: Hornell Speedglas Challenge: trade show signage works like mini billboards — the designs must be clean and simple to be effective (series of 4 posters)		Client: Hornell Speedglas Challenge: a CO2-reducing welding helmet was a new and somewhat mysterious concept: how to quickly communicate the idea to welders?