Ian Lauria-Post

Standard Industries

Role
Brand Strategy
Video Direction
Post-Production

Year
2023

Index
Couture Week
New York Fashion Week
Milan Fashion Week
Dress for Success

From the boardroom to the factory floor.

Standard Industries is a privately held global industrial conglomerate headquartered in New York. Roughly $11 billion in revenue, over 20,000 employees, operations across 50 countries. They work in building solutions, specialty chemicals, logistics, real estate, and investments, and own the world's largest roofing and waterproofing business.

Standard needed a content engine. Always-on storytelling that could carry executive thought leadership, employer brand, and product innovation across professional channels. The challenge was range. B2B industrial subject matter had to feel as considered and watchable as consumer brand work.

I built the content strategy and directed the series that became Standard's in-house storytelling system.

A conglomerate this size needed a different gear from consumer-brand work. The strategy spanned several series: the Standard Speaker live webcasts, the People of Standard interview series, and brand-specific stories. StreetBond beautifying underserved communities in California. GAF's roof-integrated solar. A behind-the-scenes look at the company's new Texas manufacturing plant.

Standard's story is best told by the people who run the many sides of the business.