branding for a brand-new category

Knowing when it’s time to evolve is core to a successful brand. The Vinyl Siding Institute had long championed the benefits of vinyl siding. But as the category has expanded, they needed a strategy to expand along with it. We helped VSI develop a new brand that would take them from a siding-focused association to one representing a broader collection of durable, sustainable and aesthetically versatile polymeric products.

exterior of well lit house with pointers to different polymeric products

Strategy

the challenge

With so many brands launching disruptive new polymeric products, demand for a strong association to represent their interests grows every year. VSI was uniquely positioned to meet that need.

our process

We took a broad look at the world of polymeric products to see who's already represented—and who needs help. We then delivered a strategy to define a new category and help VSI attract new membership.

we delivered

We helped redefine their market strategy, delivering a new, future-focused brand identity and voice to communicate their bold vision of the future, with a comprehensive engagement strategy to drive them forward.

putting a name to the future

Clear and descriptive with a pronounceable acronym, Polymeric Exterior Products Association (PEPA) rose to the top as the right choice to lead VSI into their future.

from vinyl to visionary

When VSI was founded, their story was focused on the benefits of vinyl siding. To assist their expansion to polymeric exteriors, we helped develop new messaging focused on their vision for the category while leveraging the strength of their original story across a wider range of products.

two Adirondack chairs sitting on a covered porch overlooking the ocean

PEPA heading, Exteriors for a Resilient Future

From the roof to the backyard and across the home exterior, polymeric products prove you can have it all—to elevate and protect homes with sustainable solutions that push the boundaries of what’s possible.

couple sitting on porch smiling and laughing

an identity revolution

The new logo, full of movement and energy, is the perfect encapsulation of PEPA’s evolution to represent products surrounding the entire home exterior. With bold lines reminiscent of VSI’s original logo and a container forming a house in the center, it inspires a wide range of brand elements across multiple touchpoints.

PEPA infographic on Legislation passed in 7 states

PEPA infographic, added over 10,000 trained installers to the workforce

PEPA infographic, 17 proposals passed in one model code development cycle

bringing the hype

We produced an energetic brand hype video to both build excitement about the coming launch and educate potential new members about the value of PEPA.

website

social

sharing the love

We created quick social cuts of the hype video to help push a powerful asset even further. Then we gathered all assets into a single downloadable document so members could easily share the PEPA story in their own marketing.