We identified that Groth Design Group's greatest asset wasn't just their buildings—it was the lived experiences of their architects. Our strategy was to move away from traditional corporate interviews and toward a high-impact video series that paired professional expertise with vulnerable, personal storytelling.
By highlighting the "why" behind the "what," we aimed to position Groth as a firm that doesn't just build structures, but understands the human soul of the spaces they create.
The Creative Execution
We produced a multi-part video series designed for web and social media, focusing on four pillars of the Groth brand:
1. Culture-First Leadership
We captured the essence of the firm's leadership through Peter Damsgaard. Rather than a "CEO talk," we focused on the concept of servant leadership—showing how their internal commitment to staff empowerment leads to better client outcomes.
2. Specialized Subject Matter Experts (SMEs)
We utilized a documentary-style interview format to draw out deeply personal stories from their lead architects:
- The Spiritual Connection: With Paul Barribeau, we captured the poetic side of the industry, focusing on the responsibility of designing spaces that "pray."
- Empathy in Healthcare: We documented Thomas Schneider’s personal journey with his family’s health challenges, illustrating how he uses that "patient-side" perspective to humanize sterile hospital environments.
- Advocacy in Design: We highlighted Bridget Greuel’s role as a mother and advocate, showing how her personal life informs her work in neurodiverse and inclusive design.
3. Aesthetic Synergy
To mirror the firm's attention to detail, we used cinematic B-roll, clean transitions, and a sophisticated color grade that reflects the "Building with Heart" aesthetic—warm, professional, and inviting.
The Results
-
Brand Differentiation: Successfully transitioned Groth Design Group from a "service provider" to a "mission-driven" architectural leader.
-
Multi-Channel Utility: The series was formatted for use across their website, LinkedIn, and recruitment efforts, serving as both a business development tool and a talent acquisition asset.
-
Enhanced Engagement: By leading with human stories rather than technical jargon, the videos created a higher emotional resonance with prospective clients in the non-profit, religious, and healthcare sectors.
"We don't just show the building; we show the heart of the person who built it." — Catral Doyle Creative
Capabilities Used:
-
Video Production & Direction
-
Brand Strategy
-
Storytelling & Narrative Development
-
Interview Moderation
-
Post-Production & Motion Graphics