THE SHIFT
For over a decade, YKK AP had ridden the wave of a beloved brand campaign. But internally, leadership knew it was time for something new. The messaging no longer reflected who they were becoming — and despite multiple agency engagements over the years, nothing truly stuck. The ideas lacked energy, originality and alignment with YKK AP’s evolving identity. They didn’t just need an update — they needed a breakthrough.

THE SPARK
That breakthrough came through story — but not just any story. ADS facilitated internal focus groups with both sales and architectural teams to unearth deeper insight: the true impact of their work wasn’t being captured. What emerged was a bold, cinematic approach grounded in what their audiences actually cared about — vision, partnership and transformation. We didn’t just position them as manufacturers — we reframed them as changemakers in the built environment.

After nearly a decade with a beloved but aging brand campaign - "I Am An Architect" - YKK AP was ready to evolve — they just hadn’t found the right creative partner to spark it. Through internal focus groups and strategic storytelling, The ADS Agency delivered a brand refresh that reimagined how this global architectural products manufacturer shows up in today’s market. The result? A bold new identity that’s already making waves with architects, partners and their internal team alike.

THE WORK
From there, we developed a fully integrated campaign platform complete with sharp new messaging, fresh visuals and a cinematic-level commercial series designed to grab attention across platforms — Instagram, YouTube, and beyond. We rebuilt their messaging to align with what today’s architects and developers are actually looking for — and built campaigns that met that moment with elegance and power. Paid ads, organic content, strategic rollouts — it all came together with intention.

THE ELEVATION
The difference? Immediate. Internally, teams finally had the language and tools to communicate with clarity. Externally, the campaign turned heads — generating buzz across the industry and renewing excitement around the brand. For the first time in years, YKK AP had a marketing platform that reflected the caliber of their work. Bold. Strategic. Unforgettable.

Early feedback from the sales team has been especially affirming — the messaging now reflects exactly what they’ve been trying to say all along. It’s become more than a campaign. It’s a confidence boost for internal teams and a clear signal to architects that YKK AP truly understands their world.

At its core, this wasn’t just a visual upgrade — it was a strategic reset. By reconnecting YKK AP’s messaging to the real-world impact of its work, we helped them reclaim relevance and reassert their position in a competitive, fast-evolving industry. The result is a brand that not only looks the part — but finally feels aligned, future-ready and built to lead.