A long partnership across every format
It started as a social media retainer for EQUITONE, the facade materials brand. Over about three years it grew into a partnership across three of Etex's brands: EQUITONE, Eternit and Cedral.
- Role
- Designer, through Hive
- Worked with
- Etex marketing teams across three brands
- Where
- Studio
- What I did
- SocialPrintDisplayBrochuresVideo
Starting with social
The first brief was social content for EQUITONE. Architects and specifiers are a tough audience: they know materials better than most marketers, so the posts had to be useful rather than decorative.
One campaign announced EQUITONE's Cradle to Cradle Certified Bronze status. It ran as a set: the announcement, quotes from their specification team, short posts explaining what the certification actually means, and carousels showing the material on real buildings.
The announcement, an explainer and a quote from Lorne Mcdougall, Specification Manager for EQUITONE in Scotland.
Project posts put the material on finished buildings, which is what an architect wants to see.
From the feed to the table
The campaign did well enough online that EQUITONE wanted it at events too, so I turned the social content into a single printed leave-behind. Same story, slower medium: something a specifier could take back to the office.
The leave-behind: the campaign rebuilt as one printed document.
The brochure
Next came a refresh of their architectural brochure. The layouts take their cue from current architecture: big photography, generous space and a grid that lets the facades do the talking.
Spreads from the refreshed brochure.
Growing into Etex
From there the work spread across the group. For EQUITONE, Eternit and Cedral I've designed social packs and templates, animated HTML5 display ads for Performance Max, email footer animations, catalogues, price books and roller banners, and filmed interviews with architects.
Social templates and animated display ads.
Email and print layouts for the fire-safe facades campaign.
Print for Eternit.
Stills from the architect interviews.
Working with Hive Creative Media is great. They work like an extension to our team.
Dan Frith, Regional Head of Product and Marketing, Etex
What I took from it
Long relationships compound. Every job teaches you more about the audience, so the next one starts further ahead. Three years in, a brief that used to need a call now needs a sentence.
