From No Online Brand Presence to Fortune 500 Acquisition

Superior Ready Mix was a family-owned construction materials company serving Southern California for over 65 years. With nearly 800 employees across three counties, the company built its reputation the traditional way, through great products, excellent service, and word-of-mouth. But after the pandemic, Superior faced a new challenge: how to reach and recruit a younger generation of workers while positioning themselves for future growth.

They had no social media presence, no content library, and no existing brand strategy beyond a decades-old Yellow Pages ad. That’s where JerseyMade came in.

THE CHALLENGE

Post-COVID, Superior was struggling to hire. They needed to attract new talent while preserving the company culture that had made them successful. They also recognized it was time to show the world what their people and work were really about - not just to potential employees, but to future partners and potential buyers.

JerseyMade was brought on to help build Superior’s brand from the ground up - and bring it online for the first time.

Our Approach

We began by launching Superior’s Instagram, LinkedIn, Facebook, and YouTube channels, creating a unified brand presence that had never existed before.

From there, we focused on building the foundation:

• Photography that captured the grit and pride of their workforce
• Messaging and copywriting that honored their values but spoke to a modern audience
• Video storytelling that documented real people doing real work  - no scripts, no teleprompters, just honesty and heart

Over time, we expanded to include:

• Long-form employee stories (e.g., women in construction, veterans, young workers finding purpose in the trades)
• Drone footage and jobsite documentaries
• Culture-forward assets like custom sticker designs and merch employees actually wanted to wear
• Recruitment content and internal print materials for hiring events, job fairs, and trade shows

JerseyMade served as their full creative team - producing, directing, filming, photographing, editing, writing, and managing their social presence.

Over 5,000 followers added across platforms with hundreds of thousands of views

All post-COVID job openings filled through organic reach

A revived sense of internal pride and identity among employees

Why it Worked

Superior trusted JerseyMade to tell their story — and gave us the freedom to find what made them special. We embedded ourselves in the field, working alongside drivers, operators, and foremen. We didn’t just make them look good — we made them feel seen.

JerseyMade acts as your out-of-house, in-house creative team — the strategic partner that builds your brand like we’re part of it. For mid-sized industrial or construction companies that don’t need a full-time marketing department, we’re the best investment you’ll make.