When ColorCote approached us, they already had decades of credibility behind them. Since 1973, the company had been manufacturing pre-painted steel and aluminium roofing and cladding products for New Zealand buildings. Their products were trusted, proven and deeply embedded in the industry.
The problem wasn’t the offering. It was the perception around it.
Despite having a rich history of innovation, the brand itself felt stuck somewhere in the early 2000s. The visual identity had become rigid and corporate. Product naming lacked clarity and personality. Messaging focused heavily on technical detail but failed to communicate the bigger story behind the business.
At the same time, ColorCote’s largest competitor was dominating attention through strong above-the-line marketing and digital visibility. In many ways, they owned the conversation before ColorCote had even entered the room.
What became clear during the strategy phase was that ColorCote didn’t need to reinvent itself. It needed to rediscover itself.
The answer was sitting in the company’s own history.
We developed a new brand platform built around the idea of “Origin Meets Innovation”, combining the company’s long-standing heritage with its ongoing focus on technical advancement and product performance. The goal was to make the brand feel modern and progressive without losing the trust and authenticity that came from more than 50 years in the industry.
The refresh touched almost every part of the business.
We redesigned the visual identity to feel warmer, more contemporary and more approachable, while still retaining the strength expected of a roofing and cladding manufacturer. The updated branding rolled out across brochures, signage, vehicles, stationery, promotional material and a completely redesigned website.
