How do you renovate a brand that’s been around since the seventies in a way that celebrates its Origin Story but modernises its profile? That was the very challenge we were tasked with when ColorCote, who’ve lead innovation of pre-painted aluminium, steel roofing and cladding products in New Zealand since 1973, approached us.

What we discovered

While their offering remained steadfast, their image did not. With a story rooted in heritage and steeped in invention, ColorCote should’ve been on the top of their game with a lasting legacy – but they weren’t.

Customers weren’t buying it because they weren’t selling it.

It all came down to their brand emanating lack-lustre qualities. Their logo was rigid, their messaging was uninspiring, and their graphics were a bit 2002…

We also discovered that ColorCote’s largest competitor’s strength was their above-the-line digital marketing efforts – they were owning the space and we needed to fight back.

What we did about it

First, we needed to recolour the brand in a way that was more than just cosmetic.

We merged their Origin Story with their Innovation Story to create pure magic, making the brand feel modern but still recognisable and iconic.

This involved:

  • Revamping primary elements of the logo to engender the spirit of warmth and approachability.
  • Creating a product range guide, designing a new website and vehicle/building signage, product brochures, stationary and promotional gear.
  • Developing bespoke, branded product names (AlumiGard, MagnaFlow and ZinaCore) to replace their confusing numerical predecessors.
  • Improving their online visibility against their top competitor by adopting a piggy-back strategy (If customers were searching online for their competitor’s product they would come across the ColorCote brand instead)!

And the result?

ColorCote have increased their market share by 10% since the launch of their ‘Origin Meets Innovation’ brand story and won a Marketing Leadership Award in 2016 at TVNZ National Marketing Awards.

This project was completed by BallantyneTaylor – the B2B marketing agency founded by our director Steve Ballantyne and Greg Taylor.