BluWood Branding
WoodSmart
Solutions,
a chemical
engineering
innovator,
formulated
a breakthrough
wood-treatment
system
that promises
to transform
the construction
industry's
use of
wood framing
and sheet
materials.
The high-tech
product,
sold under
the brand-name
BluWood,
prevents
mold, rot-fungi
and termites
from harming
wood building
materials.
WoodSmart
needed
to hit
the market with powerful
messaging
and branding
to catch
the attention
of builders,
a tribe
that is
traditionally
resistant
to change.
Torque
positioned
the brand
with the
tagline "Build Smart. Build
Strong," and crafted selling lines such as "The Color of Protection." The
messaging
leveraged
the memorable
blue color
of the
wood products
and focused
attention
on the
considerable
benefits
for builders
and homeowners.
An assertive
type-driven
logo completed
the brand
package,
which won
the 2006
BMA Pro-Comm
Award for
Total Communications
Programs,
along with
the
print ads, collateral and website.
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Awards & Recognition
2006 Business Marketing Association Award
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