When Rob Hawse, founder of a Charlotte, North Carolina marketing agency rebranded as CRAFTED in 2013, he aimed to be the go-to agency for manufacturing firms that shared his passion for and commitment to well-crafted products.

CRAFTED’s challenge was to communicate its unique purpose in a way that would resonate with its buying audience, many of whom had engineering backgrounds. The agency also needed to tell its story in a way that would differentiate it from other marketing agencies serving the manufacturing industry.

I partnered with CRAFTED's founder and chief creative officer Rob Hawse to develop a communications approach tailored to the engineering perspective.

This shift in approach increased clients’ understanding of the marketing process. In some cases, this shift led to internal staff’s enthusiastic participation in the marketing process through the creation of content that educated the customer about the relevance and value of the products.

Rob and I worked together until mid-2018 when we both agreed he was ready to “graduate” and continue on his own. My job there was done and we were both better for it.

Impact

“Helena is a great partner to work with. Unlike a lot of writers, she goes to great lengths to understand what you and your company stand for before beginning her work. This foundational understanding guides her as she works in partnership with you to create communications that are meaningful to your audience and that inspire them to act. Helena’s genuinely curious nature also makes the process fun and engaging. Some of my best conversations about my vision have been with her.”

Rob Hawse, Founder and Partner, CRAFTED