Case Study: Guardian Building Systems boosts newsletter engagement with Smith Goodfellow’s sporty anniversary design

Guardian Building Systems more than doubles newsletter views with Smith Goodfellow

Guardian Building Systems, a construction industry client, tasked the agency Smith Goodfellow with creating a special 30th-anniversary newsletter. Their challenge was to highlight the company's deep sports culture, celebrate the anniversary authentically, and deliver business updates in a fresh, engaging way that moved beyond a standard corporate format.

Smith Goodfellow designed a newsletter inspired by vintage 1990s sports magazines, featuring bold layouts, sports journalism-style interviews with staff and affiliates, and business updates rewritten with sporting language. The results showed a significant measurable impact: the anniversary newsletter more than doubled the performance of the previous edition, achieving 203 views and 155 visitors. The vendor Smith Goodfellow also reported increased social media engagement, demonstrating the success of this creative approach.

Guardian Building Systems