BE OUTSTANDING

Our Challenge

Cembrit – a century-old Danish building sector giant – was ready to change. No longer content with being merely a supplier of run-of-the-mill fibre cement products, the company wanted to be perceived as a modern partner for architects and consulting engineers.

Strategy and Activation

Based on a number of workshops that involved key decision-makers, brand managers and sales staff, Kernel developed a new brand strategy that tied in with the overall business goals.
This strategy was ultimately expressed in the brand kernel “Be Outstanding”.

Execution and results

We developed an edgy new visual style to accompany the brand kernel, initially for the new Cembrit brand book that was distributed to customers and partners across Cembrit’s European markets. This was followed by the development of a biannual Cembrit design competition and various product campaigns that push the boundaries of more traditional btb communication.