Celotex Insulation
Background
At the forefront of thermal insulation manufacturing since the 1920s, Celotex insulation products are distributed via major specialist distributors and builders’ merchants throughout the UK and Northern Ireland and are suitable for a wide variety of building applications. With its leading technical centre and industry-leading sustainability stance, Celotex is the UK’s insulation specialist of choice.
Brief
Back in 2007, Celotex asked us to develop its existing corporate identity to create a fresher, more modern feel for the brand to counter the perception that the company’s image had grown a little tired.
We were also briefed to come up with campaign ideas to convey the unique breadth of Celotex’s offering – from the thinnest to the thickest solutions – and, more recently, launch a new fire-resistant product.
Solution
We refreshed the brand image by using the Celotex pink to convey a sense of customer intimacy and more caring message.
Separate creative styles were developed to communicate to the company’s two main target markets, with a more humorous approach adopted for trade communications while aspirational or thought-provoking imagery reached specifiers.
Result
After the rebrand, market research undertaken by the client proved that Celotex had increased its prompted awareness to an enviable 96 percent.
