ABB wanted to resurge with vengeance under a quicker, stronger tagline. The team at THIRD STREET went to work, reimagining a previous campaign (Formerly "Built Greater Than") under the no-fuss "Built Greater." Superior products, superior strength. The greater than symbol (>) became our template to underscore the competitive and motivational nature of the brand, both personally and socially.
![](https://cdn.myportfolio.com/50c4fb567acf1fb2b6431c6ae31c72ae/fdb7f2365684fa01e71d9df4_rw_1200.png?h=4d6a04c93a23d4e2c84c9269259d60ae)
![](https://cdn.myportfolio.com/50c4fb567acf1fb2b6431c6ae31c72ae/e1fcf9ecf03940e93d9b61a1_rw_1200.jpg?h=2fa778f8337bda80330d0d3a423c963e)
![](https://cdn.myportfolio.com/50c4fb567acf1fb2b6431c6ae31c72ae/0fdd33c679dd4d6966471734_rw_600.jpg?h=df5bc82c3e428b10506d9e95f6bfdcce)
![](https://cdn.myportfolio.com/50c4fb567acf1fb2b6431c6ae31c72ae/1cededa34c14677e92996d31_rw_1920.jpg?h=dbb7b2937247c4fca8ba82e3b06122ec)
![](https://cdn.myportfolio.com/50c4fb567acf1fb2b6431c6ae31c72ae/b69dce6cc3bf3d83b44e7159_rw_1200.jpg?h=9c26b52f051fcde91e09cbab9fdd3170)
Creative Director: David Jones (CCO)
Art Director: Brittany Mason
Copywriters: Sean Smith, Evan Benner
Photography: Rob Hammer