leading with purpose through smarter brand architecture

With recent acquisitions, Oldcastle APG had amassed an unrivaled breadth of outdoor building materials. But without a unifying story or clear brand architecture, the company wasn't leveraging its full marketing potential. We worked with Oldcastle APG to organize its growing portfolio around purposeful solutions, then connected the entire offering to a bigger idea: the wellness benefits of spending more time outside.

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Strategy

the challenge

Translate a busy mix of product brands into an organized brand structure with a clear overarching story that adds value immediately and scales seamlessly for future growth.

our process

We explored the brands’ roles in the market and relationships to each other, gathered insights and challenged assumptions, then developed a range of solutions from step-change to truly transformative.

we delivered

A purpose-driven brand architecture built for growth, brought to life through clear positioning and a cohesive visual identity that made the full portfolio easier to understand and market.

architecture

With dozens of brands and minimal structure, the full offering was difficult for both internal and external audiences to understand. The new architecture organized the portfolio into purposeful, solution-based categories designed to simplify navigation, clarify relationships and support future growth.

positioning

brand pillars

identity

family eating popcorn on their backyard deck

Our homeowner research helped show how outdoor projects are connected, enabling our client to better cross-promote its products over time and increase the lifetime customer value.

Homeowner statistic, Homeowners investing in backyard features are 60 percent more likely to do outdoor flooring at the same time

girl roasting a marshmallow over a campfire

backyard patio with firepit and seating area

Magazine open to MoistureShield print ad

selling solutions, not products

A sample ad from our vision boards shows how the paver and decking brands can be marketed together as outdoor flooring solutions.

random acts of wellness

Human-centered messaging shifted the conversation from product features to the emotional benefits of outdoor living, reinforcing the broader Live Well Outside brand story across channels.