sparking new energy in the fencing category

Despite leading the market, Oldcastle APG’s fence offering was fragmented across numerous legacy brands and multiple private labels. Without a unified brand story, sales conversations were complicated and too often driven by price. Our goal? Ditch the commodity mindset and energize the category by uniting the Oldcastle APG offering behind a single dynamic brand that pros can be proud to offer and homeowners will want to ask for by name.

Strategy

the challenge

Combine multiple fence brands into a single super-brand with the best selection, quality and features to become the clear leader in the category.

our process

Work in lockstep with research, sales and product teams to slash redundancy, simplify go-to-market strategy, and amplify style, quality and value.

we delivered

A fierce new brand, simplified architecture and cohesive marketing assets designed to spark change, inspire action and win sales.

Naming

an agent of change

In chemistry, a catalyst is an agent of change. In fencing, it’s a name well-suited for a brand designed to bring new energy to the industry.

Branding

highly defined meets open to anything

Stable yet energetic, the deep orange icon suggests the letter C as well as a fence. It opens toward the wordmark, signifying forward momentum and the untapped potential of the yard.

positioning

advertising

change the things you can

Homeowner OTT, print and digital ads focus on a relatable situation—that neighbors often have different needs—and position Catalyst as the easy way to find a fence that fits your life.

launching to pros

Our pro campaign got dealers’ attention with print and digital ads designed to pique interest by striking just the right balance between new opportunity and proven stability.

the inside story

On the surface, a lot of fences appear similar. This animated video is an elegant way to demonstrate the engineering and attention to detail that make Catalyst fences built better from the beginning.

a strong brand, a single site

Combining five websites into one is no easy task. We worked hand-in-hand with the Catalyst team to strategize, prioritize and dream, then created a launch-ready site with a user experience that inspires, informs and empowers.

Web

shop by solution

Most fence purchases are motivated by a few specific needs, like adding privacy, containing kids and pets or enclosing a pool. We made it simple to shop by solution while keeping multiple other considerations in mind.

style inspiration

Fences don’t get enough credit for their ability to enhance the overall exterior. These style boards show how fences can be an important aesthetic element, connecting a home’s architecture, color palette and design details.

creating imagery with energy

Signature brand photography features high angles and people in motion to convey active, energetic spaces. Lifestyle images feel authentic, candid and warm with occasional pops of orange to reflect the brand palette.

complete sales support

A suite of digital and print sales tools includes an in-depth playbook for the sales team, a robust product catalog for kitchen table conversations, promotional items, a valued partner program, and more.