Paroc
PRODUCT LAUNCH CONCEPTS
Context
Paroc is a nearly 90-year-old insulation brand known for energy-efficient and fire-resistant stone wool solutions for construction and industry.
It had two technical building products to launch across six European markets: Finland, Sweden, Norway, Denmark, Germany and the United Kingdom.
The audience was equally technical: architects, engineers, property owners and planners.
The challenge was to make the product benefits clear before the specifications took over.
Approach
Instead of leading with technical specifications, we turned each product benefit into a visual idea. Two products. Two ideas. Both understood at a glance.
The concepts gave each launch a clear starting point that could carry the campaign across markets and formats.
The concepts made two complex products easier to see, explain and sell.
My Role
Art Direction · Concept Design · Visual Design · Multichannel Production
Concept and campaign created together with my copywriter partner.
Paroc Delign
Horizontal stripes are back
Paroc Delign removed vertical seams from element facades, making continuous horizontal lines possible.
We turned that feature into the launch idea. Horizontal stripes are back. Now on buildings.
The campaign included film, digital, print and display advertising across six European markets.
Paroc ReFace
A smarter facelift for old buildings
Paroc ReFace modernised old industrial facades without removing the existing wall structure.
The idea came from cosmetic treatments. As people age, they refresh their own façade. Old buildings could do the same.
We named the product ReFace and positioned it as a smarter facelift for industrial buildings. The campaign included film, digital, print and display advertising across six European markets. ReFace ranked first in its category in a Tekniikka & Talous reader study.
