Good Design. Positive Change.
Wheelhouse Collective

National Demolition Association Membership Campaign

We are excited to share our latest project – a membership campaign for the National Demolition Association. The NDA is the voice of the demolition industry, a non-profit representing more than 800 companies engaged in a wide range of demolition activities. They provide education, advocacy, and current information on the latest technical advances in equipment and services to members while increasing public awareness of their $4.2 billion industry.

Wheelhouse was contacted to build a new membership campaign. They wanted to introduce themselves to potential members, connect with lapsed members and re-energize their base.


Working closely with the NDA team, we immersed ourselves in the demolition industry and together, we created a very bold design and equally bold content strategy that would get the attention of three key audiences.

To appeal to a pragmatic and predominately male audience, we used powerful headlines and unexpected graphic interpretations of everyday demolition elements—cement, scaffolding, metal and safety stripes—along with the NDA orange to set the tone.

The final result is a unique and impactful membership campaign that busts through the clutter and motivates the demolition industry to join together—to be stronger together.


Every moment of this project was a blast! (I couldn’t resist.) Kim Wieland and her team at NDA were amazing to work with. They gave us tremendous insight that helped us to grasp the complexity of the demolition industry and those who work in it. Daphne Eck did a brilliant job at capturing the essence of the organization. She wrote compelling content that expressed the spirit of the NDA and that intrigues and informs its audience.

We’re looking forward to hearing how the campaign goes!

See our case study about this project for the National Demolition Association to learn more about what we did for them.

Strategy, Creative Direction and Design: Cathy Solarana
Writing: Daphne Eck


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