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.
- 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.