This was a series of ads designed to focus on the modular “process” while highlighting a key project to validate its market. In the modular industry, one of the processes of construction consists of moving “pieces” of a building into place and assembling them like giant legos. The concept for this ad design was inspired by that perceptionâ€¦ yet strategically showing marvelous case studies that would not often be thought of as “modular” construction. This concept was reinforced by the body copy which acts as a “re-definition” of the word “modular”. The challenge here was to help Williams Scotsman redefine popular perception that modular meant: small, portable, classrooms, and create a new perspective while promoting the “process” of modular construction. A clean look and well received.