Every solution is the convergence of knowledge and curiosity. It’s bringing fresh perspectives to solve a challenge, which is how we approach our strategic work.
Everything we do is based on a range of perspectives – the specifier, building owner and occupant. Our knowledge of the industry helps inform strategy, while our collective of experts, creative thinkers, and problem solvers work together to develop a plan of action that will differentiate your company and brand.
This is how brands evolve and grow.
TARGETING VERTICAL MARKETS
Function worked with Kawneer to develop a vertical strategy, focused on education, healthcare, multifamily and office. The advertising campaign spoke to promoting occupant well-being with product performance from the outside in. From increasing natural lighting to optimize temperature, Kawneer facade solutions create spaces that contribute to increased productivity, learning and healing that creates a positive culture in all vertical markets.
THE EVOLUTION OF A BRAND
After 55 years, Gordon had built a strong breadth of products, but lacked awareness in the architectural market to increase specification. Their brand and web presence was dated and did not convey their innovative products or architectural accomplishments.
After a discovery meeting with all product division directors and top influencers to identify market needs, we became aware of opportunities to grow marketshare in many of their divisions, especially in data center and exterior product lines. After an intense analysis of their website, it became clear that information was cluttered and confusing for the various audiences coming to the site. We also needed to identify multiple ways to drive the audiences to the site, specifically to each division.
Function created a strategic marketing plan to drive architects to their new site, and streamlined the brand offering into a cohesive and easy to navigate site. As well, the new logo mark and innovative ads positioned them in front of the architectural audience.
Understanding what customers want
Cultured Stone by Boral wanted to identify opportunities within the marketplace to differentiate, improve products and services, and strengthen relationships. There’s no better way to do this than to hear straight from the customer.
Function began by developing a series of questions and surveys for 40+ architects, designers, and distributors. From there, 30-minute interviews, both in person and via phone, gathered the customer input that resulted in greater understanding of opportunities, trends, the brand’s strengths and weaknesses, and what the market was looking for in product development – all the while strengthening the company’s relationships with customers and distributors. The effort expanded what Cultured Stone by Boral could provide to the market and streamlined brand messaging.
Illuminating architectural expertise
Where other shading fabric manufacturers compete on cost and aesthetics, we worked with Mermet to pivot their focus to becoming the most informative, architecturally-relevant shade manufacturer and a trusted resource for architects seeking creative ways to enhance their fenestration specifications.
Working with key industry influencers and Mermet’s internal experts, we developed messaging that addresses the many ways shading impacts overall building performance. This expanded the conversation to include topics such as occupant comfort, energy performance and exterior aesthetics – as well as developing honest technical comparisons of Mermet fabrics versus the competition. This approach allowed Mermet to own the story about why and how shades matter, thus becoming the go-to resource for architects seeking a comprehensive fenestration solution.