Ozinga
Refreshing an iconic brand for growth
Ozinga is a fourth-generation, family-owned company providing concrete, materials, logistics, and energy solutions across the Midwest and beyond. Known for their iconic red-and-white mixers and commitment to community, Ozinga has been building trust for nearly a century.
The Challenge
While Ozinga had a strong reputation in ready mix concrete, they were expanding into new divisions like logistics, energy, and materials supply. They needed a brand that could unify these offerings while honoring their legacy. At the same time, they faced a competitive hiring market and needed sharper positioning to attract top talent across their operations and leadership teams.
Our Approach
We reimagined Ozinga’s brand design from the ground up, drawing deeply on their historic design roots to create something timeless and true to who they’ve always been.
Key initiatives included:
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Updating brand positioning to reflect expanded services
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Refreshing the visual identity, logo system, and messaging framework
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Designing and launching a new website with robust product and service sections to drive SEO growth
We also extended their brand into digital tools that support customers and internal operations:
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Concrete Calculator App, an intuitive tool now used for over 10 million calculations to help contractors and customers plan with ease
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Customer Order Tracking App, providing real-time visibility for material orders to strengthen relationships and reduce jobsite delays
To drive awareness and recruitment, we created integrated brand campaigns, including:
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Born to Build, a multi-channel hiring campaign that attracted experienced drivers during industry shortages
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Together, there’s nothing we can’t handle, strengthening Ozinga’s promise as a trusted partner for projects big and small
These efforts helped generate an 809% increase in website traffic from 2012 to 2019.
The Results
Ozinga’s refreshed brand unified their growing divisions under a single, confident identity, positioning them as more than a concrete supplier and highlighting their leadership in materials, logistics, and energy. Their digital tools continue to deliver daily value for customers and crews, while campaigns have attracted top talent and opened new opportunities across the Midwest and South Florida.
Most importantly, their brand now reflects what Ozinga has always been: built to serve, built to last, and built to grow.
"We’ve seen significant improvement in brand awareness. That has led to the attraction of people to come to work for us. And it’s also opened doors with prospective clients. I would say it led to doors opening with government officials and other people with whom we're trying to work in the community."
"When we were facing a hiring crisis, Cultivate partnered with us to create a strong message and integrated marketing campaign that filled our recruitment pipeline with experienced, well-qualified drivers—allowing us to meet and exceed our hiring needs for the year. In a time when there was a driver shortage and a lot of competition for qualified trucks drivers, the Born to Build campaign helped us rise above chatter."
