Developed the messaging and positioning for Bekaert’s Widra® Corner Beads product page, translating a technical plaster-reinforcement product into a clear, benefit-led story for professional plasterers and contractors. I focused the messaging around the practical challenges of precision, durability, installation time, and corrosion resistance, while creating a clearer structure to help audiences navigate the product range and identify the right solution for their application.

This project demonstrates my ability to take complex infrastructure products and turn them into clear, commercially focused messaging without losing the substance behind the technology.

The product went on to win the Industry Choice Award in the Concrete Slab Materials category at the World of Concrete 2026 Innovative Product Awards, selected by industry professionals including engineers, contractors, and decision-makers.