Metl-Span Launches New Architectural Division: Envolution Integrated Campaign
CLIENT
As a pioneer in insulated metal panel development for over 40 years, Metl-Span is dedicated to manufacturing and marketing increasingly innovative insulated building panel products. Serving the commercial, industrial and cold storage industries, the company provides energy efficient and cost-effective insulated roof and wall panels, which have been installed throughout the world.
SITUATION
Metl-Span launched a new architectural division brand, focusing on solution applications. The new platform features a line of building envelope products with design flexibility, high-performance, modern applications and a variety of aesthetics and customization pieces. Metl-Span approached Function: to develop a brand strategy, identity and brand awareness campaign to elevate its new division as the industry leader, and to position them top of mind among architects and specifiers.
RESULTS
Function: began with developing a unique name for the platform. Multiple names were created and surveyed by architects, with the outcome of Envolution, to represent Metl-Span’s building envelope versatility combined with customized solutions. From here, the visual identity for the brand platform was established and launched at AIA, leading with a strong booth presence, utilizing the brand colors and graphics. Architects were driven to the booth and an informative microsite through a series of eblasts. A dynamic, brand driven ad campaign was created to continue the post AIA momentum of brand recognition. In addition, a combined positioning and product brochure, color guide and spec sheets were developed to support sales efforts.
Results included a successful brand launch at AIA 2013 that revolved around strategic messaging that implemented Envolution seamlessly as a part of the company platform, while further positioning Metl-Span as an industry leader.