Building a sustainable home

Deceuninck is a world-class group specialized in the development of building materials, windows & doors in aluminum, plastic and wood composite. The group operates in more than 75 countries, has 10 production sites across Europe, North America and Turkey and employs about 2 800 people. Deceuninck is listed on the Euronext stock exchange in Brussels under the ticker DCEB.

  • Client:Deceuninck
  • Industry:Building materials & fixtures
  • Services delivered by Lemento:Corporate branding
A strong brand and a thorough brand strategy are crucial for a global player like Deceuninck. The reason for this brand exercise was a repositioning of the company around the theme “building a sustainable home”. Globally, Deceuninck needed a strengthening of the brand and an adjustment of the brand promise, combined with clear communication guidelines. A redesign of the brand strategy and brand architecture was imperative.

To put the brand and the brand promise firmly back on the map, Lemento set up a corporate identity program. In-depth interviews with all stakeholders, desk research and a competition and needs analysis helped Lemento, in cooperation with the internal project team, to clearly define the strategy and vision for the future. These were then translated into a new corporate identity with a renewed brand promise.

The logo was optimized and a new baseline was developed: ‘Building a sustainable home’. A product focus gave way to a focus on the benefits that Deceuninck products bring to the consumer. Three themes are differentiating here: innovation, ecology and design.

The brand architecture was also analyzed. The result was a strategic advice from Lemento to redesign the brand architecture. Where conflicts occurred, a buffer zone was installed within which a different brand name is used for the Deceuninck product range. The picture of the brands in portfolio is correct again.

Is your company ready for a corporate rebranding?
Then Lemento is the right partner for you!

We have a lot of knowledge and experience, and that is not surprising. Since the start of Lemento we have focused on corporate branding. Strategy and creation go hand in hand. Moreover, “business awareness” is one of the reasons why clients often choose us. Companies in chemistry, pharma, ICT or other complex sectors very quickly feel at home with Lemento. This has to do with our analytical insight and commitment. Because we are convinced that without detailed knowledge, you can never develop a strong brand. Oh yes, the friendly atmosphere in which we realize our projects also plays a role.

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