Angelus Paving Stones
Social media & print promotion to launch 3 new products
Role executed while serving at Studio Conover
Overview
To support the launch of two new paver products and a new wall stone, Angelus Paving Stones needed a coordinated marketing campaign that would introduce each product to contractors, dealers, designers, and homeowners. The initiative included social media advertising, motion graphics, and print advertising, all working together to create a consistent product launch experience across multiple channels.
The Challenge
Launching multiple products within a short timeframe required a campaign structure that could showcase the unique benefits of each offering while maintaining a cohesive brand presence. The creative needed to capture attention in crowded social feeds, communicate product features quickly, and remain flexible enough to support both digital and print applications.
Scope of Work
Campaign concept development
Social media advertising design
Motion graphics and video creative
Product launch messaging
Digital campaign maintenance and optimization
Print advertising design
Cross-channel creative consistency
Asset production for multiple formats and placements
The Approach
I developed and maintained a series of integrated social media campaigns centered around the launch of each new product. Working within the established Angelus brand, I created a flexible creative framework that allowed each paver and wall stone to have its own visual story while maintaining consistency across the broader campaign.
The strategy combined static advertisements, animated content, and short-form video designed to highlight key product attributes, installation possibilities, and finished project applications. To extend campaign reach beyond digital channels, the creative system was adapted for print advertising, ensuring visual continuity and reinforcing product awareness wherever customers encountered the brand.
The Outcome
The campaign successfully introduced three new products through a unified launch strategy that balanced individual product storytelling with overall brand consistency. By creating a cohesive visual system across social media, video, and print advertising, the campaign increased product visibility, supported customer engagement, and reinforced Angelus Paving Stones' reputation for innovation within the hardscape industry.
Throughout the campaign lifecycle, creative assets were continually refreshed and adapted to support ongoing promotion, ensuring the launches maintained momentum well beyond their initial release.
Angelus Paving Stones’ Torino Paver
Angelus Paving Stones’ Bastione Wall Stone™