Introduction

Acquired by Brickworks Building Products, UrbanStone makes premium quality outdoor pavers. The brand needed to be elevated to complement Brickworks’ brand style and positioning. Communications needed restructuring to effectively explain the product offering and its USPs to a high end residential target market.

Brickworks Building Products needed to redefine, elevate and consolidate their old and outdated online presence for both their master brand and products such as UrbanStone. An audit of existing sites and a thorough understanding of future marketing and business objectives, gave us key learnings to take forward into the project.

Brief

Develop campaign concepts to explore the new value proposition of “taking luxury outside”. Concepts should be mindful of the high end audience, key product ranges and environments in which products should be used.

Create a digital framework that utilises the brand style and positioning, enables consistency and efficiency across all sites, sets up e-commerce functionality and integrates with national sales infrastructure.

Solution

UrbanStone creates beautiful, tactile, durable and luxurious products that help home owners create luxurious outdoor
living spaces. We delivered a glamorous campaign featuring highly desirable outdoor scenes, showing the different contexts UrbanStone can be used.

The main challenge was that there were no suitable environments using the product to feature, so purpose built sets had to be used and paired in with on location photography. 

Working with the team of architects, stylists and product managers, we were able to curate key scenes that best displayed each product’s individual qualities. This created a highly stylised image suite that helped form a successful marketing campaign and integrated into product brochures and websites.

Digital Framework

Using UrbanStone as the test vehicle, we created a central design framework that can be applied across all of Brickwork’s transactional websites.

Working closely with all stakeholders we identified the needs of the key audiences (consumers, architects and builders) and prioritised and clarified the user experience.

Campaign imagery was integral in creating a highly visual and demonstrative online experience that allowed for dedicated user journeys, as well as more free flowing engaging and educational browsing.

Designed whilst at Design Suite

Campaign concept,
Content strategy and creation,
Art direction,
Print design,
Campaign roll out.