Brickworks Communications - how we do it

Wall to Wall Branding |

Since early 1993, Brickworks has worked closely with CertainTeed and its predecessor companies through a number of ownership changes, brand amalgamations and rebranding initiatives. In Canada, CertainTeed has migrated from Westroc Industries Inc. to BPB Westroc, then to BPB, and finally to CertainTeed. Brickworks helped the building products manufacturer rebrand its business while minimizing the disruption in the marketplace that such changes bring. Most recently, Brickworks developed a corporate identity and branding initiative that integrated BPB into the CertainTeed family of companies across North America.

In The Beginning

Brickworks designed and placed an initial series of print ads for Westroc Industries. Soon after, Brickworks was named Westroc's agency of record.

Communications Plan

Brickworks developed a three-year communications plan for BPB to promote the company across Canada.

Website

The Brickworks-developed website and multimedia presentation made it fast and easy for customers to access comprehensive product and company information. We also began to manage the company's image library, a historical collection that exceeds five gigabytes of images.

Metrospective

Brickworks re-branded BPB Westroc's Vinyl Board product line with a more contemporary, appealing name - "Metrospective." The Brickworks-coordinated launch incorporated swatch books, brochures and posters.

Creating a Family Resemblance

Brickworks created a unified packaging redesign for BPB Westroc's finishing products including boxes, pails and bags, as well as end tapes for the company's drywall product line.

Conquering North America

In 2003, Westroc's parent BPB went into acquisition mode to grow the business and expand into the US. Brickworks' job: unite four subsidiaries, each with strong niche brands, under one powerful name.

Rebranding, Chapter 2

Brickworks established ProRoc as the BPB master brand, designed new packaging and communicated BPB's amalgamation to internal and external stakeholders through the Connections newsletter.

Rebranding, Chapter 3

In 2006, French manufacturing giant Saint-Gobain acquired BPB and united it with its US-based CertainTeed subsidiary. Our research showed that the CertainTeed name was the preferred choice for the consolidated companies with BPB's ProRoc brand retained for the company's product lineup. We developed a communications program to introduce the corporate name change to the marketplace and consolidate product branding under the ProRoc name.

Certainteed	Earning our stripes	Looking to the future	Gypsum on the web	A fresh perspective	Unifying the look	Four strong identities, one tough challenge	Unity is strength	Certainteed from sea to shining sea
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