The insight

After lots of interesting conversations, our insights showed that the mindset amongst architects and designers was shifting, to one that was more interested in service than product. For a manufacturer that already lived and breathed creativity and service, this was an opportunity to become a true partner to a new generation of architects and designers.

The challenge

Durasein is a manufacturer of acrylic solid surfaces, which in normal English is; a flexible material that can be used in everything from hospital sinks to cutting-edge architectural foyers. I worked with them whilst at Re.

In a stagnant industry where the product is highly commoditised, Durasein needed to find a way to break the mould and stand apart. For me, that meant being an expert on solid surfaces, the people that sell them and those that use them. Something I’d never thought I’d be an expert on.

The solution

We positioned Durasein as challenger brand for a new generation of ambitious architects and designers. Moving away from being an undifferentiated product wholesaler, Durasein became a service brand: the go-to creative partner for architects and designers.

Built around the central idea of ‘creatives for creatives’, the brand promised the inspiration and practical help that would help creatives to do the best work of their lives. As well as creating this idea, it was also my role to implement this core idea into the business with everything from the UX of the website to employees and the messaging guidelines.

Brand

-Strategy

-Positioning

-Messaging

-Visual identity

-Verbal identity

-Experience principles

-Employee Engagement

-Moving image

-Sample box design

Digital

-UX design

-UI design

-Interaction principles

-Logo animation

-3D world

Team

-Studio - Re London

My role

-Research & insight

-Strategic analysis

-Ideation/concept

-Copywriting

-Messaging delivery

-Joint UX lead

-UX analysis & strategy

-Presenting to clients