The Making of A Poster

Crew of Performers

In 2012, Michael and Traci Tenhulzen began looking for a way to re-brand the company’s image to differentiate from local competition. Their post-completion interviews with 20 remodeling customers over the past 3 years exposed them to valuable feedback, including one consistent element: “you do what you say you’re going to do”.

That element was reduced to “performance”, and the entire crew were trained to perform as if on stage.

Within a couple years, the branding effect led to a company-wide implementation of movie-themed components. From red carpet events to directors chairs in the conference room, the company had undergone a transformation that included modified job titles, processes and terminology.

The next logical step was to create a series of annual crew composites out of popular movie posters. Each has significance to some element of the year in review.