When you're the organization that guides how buildings are built in America, your brand needs to connect intelligence with inspiration.
For 70 years, CSI has been the real estate association that creates and maintains the standards that guide America’s construction industry. Their 8,000 members, through their publications, study guides, and certifications, lead the innovation of construction information management and project delivery. Silva Brand was entrusted with reimagining its foundational textbooks, certifications, and associated educational materials.
Though revolutionary in their time, the CSI textbooks and study guides needed to better align with the advancements in information architecture and the new modalities of learning. In addition, they needed to better reflect the seismic shifts in the industry, including a more diverse workforce, the advent of new technology, and emerging building types. Our work needed to be equal parts pedagogy, design, copywriting, and compositing, in addition to project managing a team of publishing specialists across the country.
We began by completely rebuilding their signature publications, including the Project Delivery Practice Guide and MasterFormat—the industry reference for building materials and specifications. Our team worked closely with CSI’s educational department to overhaul the overall design, redraw all illustrations, and coordinate digital and print production of the final books. Our team of designers, educational compositor, and illustrators included alumni from McGraw Hill, ESPN, and Money Magazine.
We overhauled the look and feel of real estate’s #1 textbook, the Project Delivery Practice Guide, with all-new graphs and charts and curated photography.
MASTERFORMAT® changed the real estate industry and Silva Brand was entrusted to give the storied guidebook a complete facelift along with a new digital marketing campaign.
Our print ads, web leaderboards, filmstrips, and tile ads rolled out the new look nationally in 2020.
"Through their thorough research and brand analysis Silva knows the value CSI brings to the AECO industry which shines through with every project. Being new to the association world and the construction industry, it’s great to have an agency that feels like an extension of your team. Tom and the team have been an absolute pleasure to work with and have always delivered on or ahead of delivery times."
SARAH MCMURDY, DIRECTOR OF MARKETING COMMUNICATIONS