Comms, Creative, Strategy
A colourful future for timber.
Leading door manufacturer, XL Joinery, has built a reputation for quality, integrity and innovation. A constant drive for the best new technologies and materials is a key part of that, tying in to our ongoing work refining tone, strategy and positioning, alongside wider comms. The launch of TRICOYA external doors was the ideal chance to focus on the brand values we knew mattered, whilst launching an outstanding new product at the same time.
Translating the technology for a consumer-focussed audience became a major objective. We needed to tell the story of a new type of engineered timber which drastically outperforms composite external doors. And we needed to marry that messaging with aesthetic choice, and sustainability credentials.
The result was a campaign creative that balanced ‘style, substance, and sustainability’. Bold and bright imagery, offering choice and customisation, mixed with focussed USP callouts backed by clear icons. A simple sustainability story rounded out the concept.
Next came the full campaign plan, hitting key media targets and social channels with tailor made executions. A bespoke landing page, emailers, posters and tiles. All pushing the same core story. And all reaching the core audiences that drive purchase decisions, and build a reputation for progressive quality.