DMS Update

T he E tex brand has been rebuilt from the ground up. The building materials maker has targeted further growth on the construction market, by supporting and inspiring its target groups more efficiently worldwide. We helped develop the new story and roll it out to the market. REBRANDING STRENGTHENS ETEX’S GROWTH AMBITIONS Improving name recognition Customers of Etex Exteriors, the division responsible for all outdoor solutions in fibre cement, were already familiar with the Cedral, EQUITONE and Eternit brands. Etex as a corporate brand was less well known. That needed to change, with a rebranding project to drive up awareness. So now Etex markets itself in Europe as a single company with three commercial brands. Everything is focused on their corporate mission: Inspiring ways of living. We joined the conversation on the best strategy to communicate with fitters and consumers (Cedral slates and sidings), architects (EQUITONE facades) and farmers (Eternit corrugated sheets) based on the three brands. CONCEPT | GRAPHIC DESIGN | VIDEO Creative concept grabs attention So how do you communicate the rebranding to your target groups in a clear and convincing way? For Etex we devised a visually attractive concept with a positive message.We called on roofers, architects, dealers and other stakeholders to ‘grow with each other towards a promising future’. The sunflower turned out to be the perfect symbol of the growth ambitions of the building materials manufacturer. Mails raise awareness We used the sunflower visual in the direct mail we designed to tell the various target groups about the rebranding. For roofers we created an original sliding mail setting out the new brand structure and presenting Cedral as ‘their’ brand. Merchants also received direct mail explaining the switch. Not forgetting the inhouse Etex sales teams. Animation sums “ We presented the message in an attractive visual concept. “ 64 UPDATE 54