Paroc
PRODUCT LAUNCH CONCEPTS
Context
Paroc had two new building products to launch in the Nordic markets. Both were technical products for people who know construction: architects, engineers, property owners and planners. The job was to make the benefit clear fast.
Approach
We found each product one simple hook. Delign made horizontal façade lines possible without disturbing vertical seams. ReFace let old industrial buildings be modernised without tearing the walls down.
Two different products, two different ideas. Both easier to see, explain and sell.
Outcome & Role
Both launches did the same thing: turned a technical building product into a benefit you could see in one look. ReFace went furthest, its ad ranked first in its category in a Tekniikka & Talous reader survey.
My role: Art Direction · Concept Design · Visual Design · Multichannel Production
Concepts and campaigns made together with my copywriter partner.
Paroc Delign
Horizontal lines for commercial and industrial buildings
Paroc Delign was a new sandwich panel system that removed disturbing vertical seams from element façades. That made it possible to continue horizontal lines across panel joints.
The idea was “Vaakaraita tulee taas”, horizontal stripes are back, now for commercial and industrial buildings. The launch site explained the product through a video, a technical hotspot wall and a playful horizontal stripe simulator.
Paroc ReFace
A smarter facelift for old buildings
Paroc ReFace was a new renovation element for old industrial and commercial buildings. It made outdated façades cleaner, more modern and more energy-efficient without removing the old wall structure.
We named it Paroc ReFace and gave it the message “Tee fiksu facelift kiinteistöllesi”, a smart facelift for your property. The launch included a concept video, campaign site, print ads and display ads.
