Canon Australia

The challenge presented to us by ColorCote, a company that has been leading innovation in pre-painted aluminum, steel roofing and cladding products in New Zealand since the seventies, was to renovate their brand in a way that honors their Origin Story but also modernizes their profile.

What we discovered was that although ColorCote had a story rooted in heritage and steeped in invention, their image did not reflect that. Their branding was lackluster, with a rigid logo, uninspiring messaging, and outdated graphics. We also found that their biggest competitor was dominating the above-the-line digital marketing space, leaving ColorCote behind.

To tackle these issues, we created a new brand story that merged their Origin Story with their Innovation Story, resulting in a modern yet recognizable and iconic brand. We overhauled the primary elements of their logo to reflect warmth and approachability, created a product range guide, and designed a new website, vehicle/building signage, product brochures, stationary, and promotional gear. We also replaced their confusing numerical product names with bespoke branded names like AlumiGard, MagnaFlow, and ZinaCore.

To improve their online visibility, we adopted a piggy-back strategy that allowed ColorCote to appear in search results when customers were searching for their competitor’s product.

The result was a 10% increase in market share and a Marketing Leadership Award in 2016 at TVNZ National Marketing Awards for ColorCote since the launch of their ‘Origin Meets Innovation’ brand story. This project was completed by BallantyneTaylor, a B2B marketing agency founded by our director Steve Ballantyne and Greg Taylor.