Making a big splash at the International Builders’ Show

Homebuyers might be attracted to the latest kitchen eye-candy, but builders know that the right insulation can change the way a home feels, sounds and performs every day. We worked with Owens Corning to roll out their new branding at the 2019 International Builders’ Show with a strong visual story that easily translates across all audiences.


The opportunity

What better time to introduce your newly refreshed brand than the industry’s biggest tradeshow? A booth made from shipping containers provided the perfect structure for our bold new approach.

The Process

We started with key facts about how people live today—then connected those real-life needs to simple insulating solutions via interactive touchscreens in 10 eye-catching story stations.

we delivered

A visually engaging and immersive experience that gives builders and contractors a new way to think about whole-home solutions from Owens Corning—at the tradeshow, and beyond.

Each station focused on a specific benefit, delivering a cohesive portfolio story in bite-sized pieces.


New messaging unites many diverse initiatives, products, channels and audiences with a common purpose.


lead better

Challenge industry and internal assumptions to continually create and offer the best insulating solutions available.

build better

Deliver value beyond our products, elevating contractors and builders with expert tools, training and support.

live better

Improve the lives of homeowners by delivering exceptional safety, comfort, confidence and sustainability.


A one-of-a-kind exhibit space

We worked closely with the exhibit company to deck out this innovative space, creating a bold branded environment that attracts visitors and invites conversation.

CoLab Hall

Dedicated classroom space in the center of the booth was home to 10 CoLab® learning sessions. Seven different topics for these small-group sessions were based on input from industry professionals.


Visitor Takeaway

A foldout poster featuring the Material Difference Home illustration offers visitors a tangible reminder of key benefits, with at-a-glance highlights of each product.

Staff Training Guide

A quick reference guide for booth staff keeps important details at their fingertips.


social engagement

Steady coverage throughout the show established a strong following for the brand's social presence, reaching 155,715 with paid media and gaining 145 new followers.

We couldn’t be happier with how this came together.

You’ve helped us take our brand and our story to a new level.

Thank you for pushing us.

Owens Corning Insulation team members

ready to be uncomfortable?

If you're ready to push beyond the status quo, we're ready to get to work.