Branding & Identity — Edit this category
Southeastern Structures
Branding & Website Development
Client
Attaway Construction
Services
Branding & Brand Identity, Website Design & Development, Publication Layout and Design, SEO
Year
2025
Industry
Professional Services
The Challenge
Overview of the
Southeastern Structures & Initiative
Attaway Construction identified a fast-emerging opportunity before most of the regional market even knew it existed: tension fabric structures — large-scale temporary buildings used by manufacturers for overflow production space, by event producers for large-capacity venues, and by a growing range of industries that needed serious square footage without the cost, timeline, or waste of permanent construction. The pressure was real. International firms had already begun courting the Southeast for this exact opportunity, and Attaway wanted to be the first regional name to own the category before outside competitors could establish a foothold.
But winning first-mover position required something harder than speed — it required education. Most manufacturers and event producers had never considered a tension fabric structure as a legitimate alternative to permanent construction. They didn’t know the use cases. They didn’t understand how dramatically it could change their operational flexibility, their timeline, or their bottom line — let alone the environmental upside of a building method that produces a fraction of the solid waste traditional construction generates. Attaway needed a brand, a website, and a sales tool built specifically to teach this new audience what was possible. That’s why they brought in Ashley Bailey Designs.
+180%
Website Traffic vs. Attaway's Average Launch
70%
Less Solid Waste vs. Traditional Construction
#1
Google Ranking for Primary Target Keyword
3x
Lookbook Download Requests in First 90 Days
Our Approach
How We Brought
This to Life
01
Discovery & Strategy
We started by mapping the real buyer: plant managers evaluating overflow production space, event producers sourcing large-capacity venues, and facility directors who had never been pitched a tension fabric structure as a serious alternative to permanent construction. We audited the competitive landscape — including the overseas firms already targeting the Southeast — and identified the single biggest barrier to adoption: nobody understood what was actually possible with this type of building. That insight shaped everything that followed.
02
Concept & Design
We built Southeastern Structures as its own brand, distinct from Attaway Construction’s traditional general contracting identity, positioned as the regional authority on tension fabric construction. The visual direction had to do something most construction branding never attempts: make a steel-and-fabric building feel inspirational. We leaned into bold structural photography, a confident industrial color palette, and a tone built around operational transformation rather than generic construction language.
03
Execution & Delivery
We designed and developed a new website built specifically around the Southeastern Structures buyer journey — from first-time category education through use-case exploration to project inquiry — supported by an SEO foundation built to capture this emerging search category before competitors could claim it. Alongside the site, we designed and laid out a 40-page inspirational lookbook: a visual showcase of what’s possible with tension fabric structures across manufacturing, events, agriculture, and beyond — built to be the sales team’s most persuasive tool in the field.
04
Results & Impact
Because Southeastern Structures launched as a brand-new website in a brand-new category, the early numbers told their own story. Traffic and engagement significantly outpaced Attaway Construction’s typical launch benchmarks — strong early evidence that once buyers actually understood what was possible, they wanted in.
Project Gallery
“
We knew we wanted to lead this category before anyone else in the region even saw it coming. Ashley Bailey Designs gave us a brand and a website that didn't just look the part — it actually taught our buyers what was possible. That education is the whole reason this launch outperformed everything else we've done.
Brad Holmes
Business Development, Attaway Construction