Building a sustainable home
Deceunick is an integrated group that based on their core technologies of PVC extrusion and Twinson material, creates innovative building solutions for windows & doors, outdoor living, roofline & cladding, and interior. They are one of the top three players in Europe, and are active in more than 75 countries across Europe, North America and Asia.
A strong brand and brand strategy are crucial for a world player such as Deceunick. In response to a repositioning of the organization around the theme ‘building a sustainable home’, they asked Lemento for a branding exercise. Worldwide Deceunick needed to reinforce its brand and to adjust its brand promise in combination with clear communication guidelines. On a local level Deceunick wanted to revise its brand strategy and brand architecture.
Strategy and approach
To reinforce the brand and brand promise, Lemento started a corporate identity program. With the help of in-depth interviews with all the stakeholders, desk research and an analysis of the competition, Lemento outlined the strategy and vision for the future. These were then transformed into a new corporate identity with a renewed brand promise.
The logo was optimized and a new baseline developed. This baseline captures the essence of Deceunick’s renewed brand promise: ‘Building a sustainable home’. A product focus was replaced by a focus on the benefits of the Deceunick products for the consumer. There are three themes that make the difference: innovation, ecology, and design. Considerable attention was put on photography and visuals that illustrated the new brand promise. The new corporate identity was defined in extended corporate guidelines.
Deceuninck introduced the new corporate identity with the launch of the corporate website www.deceunick.com. For the website, Lemento developed an online strategy with a clear focus on the conversion of visitors to leads. Lemento also implemented the new style in product brochures, a corporate presentation, an e-newsletter … . New communication tools are continuously created for the different communication departments worldwide.
The brand architecture was also analyzed. The result was strategic advice from Lemento to redesign the brand architecture. Whenever there were conflicts, we installed a buffer zone where a different brand name for Deceunick’s product assortment was used. Consequently the brand portfolio was accurate once again.
Lemento helped Deceunick reinforce its brand and brand promise ‘Building a sustainable home’. With a new brand architecture, Deceunick’s competitiveness has also been restored. Learn more about Deceunick’s durable journey on www.deceuninck.com.