Cardwell Creative
Multi-media Marketing and Advertising Communications

The Work

Kaady Chemical

The Chemistry is Right.™

Web site

kaady chemical web site

>> View KaadyChemical.com web site

Illustration: Daniels and Daniels; Site design: Von Glitschka

Ad campaign: "Got to Have What it Takes"

ad campaign 1

>> Expanded view

Conceived as an homage to America's car wash owner/operator, this ad establishes the campaign's theme: "Because You've Got to Have What it takes".

Photography: Terry Poe

Ad campaign: "Personnel Management"

ad campaign 2

>> Expanded view

A continuation of the "Got to Have What it Takes" campaign, this ad shows that car wash operators take care of many jobs ...just like Kaady Chemical's products.

Photography: Terry Poe

Ad campaign: "Night Shift"

ad campaign 3

>> Expanded view

Drawing an anology to the idea of "working overtime", this ad paints a picture of an owner/operator - and a product - that doesn't quit until the job's done.

Photography: Terry Poe

Clearcoat Shield® product logo

Clearcoat Shield logo

Depicting an invisible layer of armor covering a car, this product logo has helped Kaady Chemical keep an edge in a competitive marketplace.

Full line product brochure

Full line product brochure

>> Expanded view

Designed to counteract the drab connotations associated with car wash chemicals, using bright colors and contemporary graphics, this booklet is easy to read and delivers a compelling value claim.

Illustration: Daniels and Daniels

Comments

An industry leader in designing environmentally-friendly car wash formulas, Kaady Chemical challenged us to create and launch a branding campaign that would reinforce their position as an international "player" in the industry. Through effective and imaginative writing, illustration, art direction and some solid marketing strategy, the new face of Kaady Chemical was born: Sleek, smart, clear in voice, visually intriguing; yet amply "industrial strength".

Partial account duties:

Creation of a strategic marketing plan, labeling and sales sheets for full product line, a series of national magazine ads, Flash®-based web site, design/execution for trade show display, illustration; copywriting and media support.