BACKGROUND STORY – BUILDING HISTORY
We were asked to help Gyproc harness the narrative of their complete brand experience, encapsulating their exceptional product solutions, their innovation, expertise, knowledge and technical support and customer service under one banner.
For those in building and construction, Gyproc has been synonymous with high quality plaster, plasterboard and drylining systems in Ireland for eighty years. Across the board, their product range is market leading and that’s not a surprise as Gyproc are nothing if not constant innovators, developing new systems and solutions that raise the bar for construction quality and standards.
BRAND STRATEGY – WHAT’S BEHIND THE WALLS
Behind this product quality is a knowledge and support network at Gyproc that enables specifiers and building contractors to realise their vision with innovation and best-in-class solutions for every project.
From their Knowledge Centre and Technical Team support and customer service teams through to their Technical Academy, Gyproc’s advantage comes as a result of this interaction and engagement as well as of course, brilliant product solutions. Gyproc are passionate about the big construction picture that they’re part of and they know their products intimately. This appreciation and understanding by the Gyproc team ultimately reflects on the success of their own products in the market. By listening, adapting, innovating and creating new products and solutions, Gyproc partner with their customer to not only supply top performing product but are also making the difference in their customer’s projects and to their success.
BRAND IDENTITY – MAKING THE DIFFERENCE
Making the Difference is the lens through which we narrate Gyproc’s brand story. To tie it back to the parent we borrowed Gyproc’s three line mark, turned it and designed a simple typographic identity.
The Making the Difference mark works as the communication lead across all assets while equally sitting back comfortably in the story to support a product campaign.
In its primary delivery we wanted to re-introduce the customer to the Gyproc experience that’s making the difference to their building project, ideally bringing forward the who behind the what. There are a number of facets to that story and we’ve pulled it together under the themes of legacy, innovation, people and service, partnership and scale (being part of the Saint-Gobain Group).
Making the Difference is the rallying call and the core purpose of Gyproc going forward and is being embraced throughout all departments. We’re implementing the primary campaigns now in 2019 and as we head into 2020 the brand identity is being applied to all touchpoints, assets and product campaigns.
Principle demonstrated an understanding of our brand, business & customers and the overall objective of the new brand communications campaign. While being very open to our input and feedback, the team challenged as they felt necessary to ensure we stayed on target for the overall objective. I am very pleased with the result and the resulting platform forms a solid basis for our brand communications activity for the next number of years and beyond.
WAYNE MURPHY, MARKETING MANAGER, GYPROC
