Targeted Branding

June 02, 2015

A new James Hardie product – a material used for wall coverings – was set for launch, but needed a brand story.

By identifying our audience (architects and interior designers), researching buyer behaviour, relevance of communication and competitor analysis, we were able to find a real opportunity for a strong, exciting and innovative brand to shake up the building industry. We created the name Cirque: an inspirational tag that piqued the interest of the target market and opened their minds to endless possibilities. We then developed a compelling brand story and designed the identity and visual language for all marketing activations, with sales and revenue growth as the key drivers.

Our work helped the brand inspire its target audience and provided access to a new and lucrative segment of the market to drive ongoing sales and revenue growth.