Cellx
Are you on board?
The new solution
The Cellx explainer video takes customers through the key propositions of the product and its applications. It was designed to be easy to understand. The shoot was carried out in Amsterdam with Pixel Universe as videographer and JW Walderbach as photographer while I directed everything from Cape Town.
Brief
New technologies are never easy to put into the market, let alone a new narrative in the traditional construction industry. Cellx, another brand-up project, a new cardboard and cellulose solution that turns cardboard into the hardness of concrete. A new management team needed an extra marketing push.
Approach
The Creative Strategy focused on the 10 things that made the technology unique.
Benefits such as sustainability and lightness were communicated in a new brand narrative, while the new name Cellx with its unique formula-like logo set to establish that the new proposition had intellectual property.
New Standard
Cellx launched to the market with a narrative that was not only about benefits but also about distinctive differences to existing market offers. It really set a new industry standard. Brandwise, the new identity and propositions were communicated on a new website, video socials and event marketing materials.
Project process
Step 1 - Creative Strategy
The client defined the brief. After this a series of interviews were gathered, together with existing data and presentations. This formed the basis to develop the Creative Strategy.
Step 2 - Brand Narrative
The Creative Strategy was presented through a Thoughtstarter that defined the brand narrative and new visual identity to compliment the new narrative
Step 3 - Brand Governance
The brand narrative was translated into a number of assets including a new website, brand movie, marketing collateral and social marketing assets.