Client Success · Product Launch
Introducing a New Style of Ceiling Design for the Luxury Home Market
Launching an inventive new product line can be challenging even when you are a global leader in the category. Here’s how we helped Armstrong® Residential Ceilings name, brand, and launch a new luxury line.
Client
Armstrong® Residential Ceilings
Industry
Building products
Audience
Designers, architects & homeowners
Services
Naming, branding, print & packaging
The Challenge
Pushing a Category Beyond Flat White
Well known for suspended ceiling products, Armstrong® Residential Ceilings wanted to push the market beyond standard flat white paint or drop ceilings with its new luxury line, designed to create the look of antique tin ceiling tiles.
The line needed a name, an identity, and a launch campaign that would speak to an upscale audience of interior designers, architects, and consumers.
Our Approach
A Name and Brand Built for Luxury
Armstrong reached out to Fresh Creative to create a comprehensive identity program. Building on our expertise in the luxury home products market, our team developed the trademarked name Metallaire® to communicate the intrinsic material difference in the product line and convey its luxury positioning.
With a new name and strategy in place, we developed a comprehensive branding campaign for the launch.
What We Delivered
✓ Product naming: Metallaire®
✓ Logo and brand identity
✓ Retail catalog and brochure
✓ Packaging
✓ Point-of-purchase signage and displays
The Result
A Successful Launch, and a Growing Line
Metallaire®
A trademarked product name developed by Fresh Creative.
Name to Shelf
Naming, identity, print, packaging, and in-store displays from one team.
Line Expanded
New finishes and new uses, like backsplashes, after launch.
After its successful launch, Armstrong expanded the Metallaire line with new finishes and new uses, such as backsplash installations, enabling it to increase the line’s presence in the residential home finishes market.
Services Behind This Project
How We Made It Happen
Every project draws on the same full-service team. Here’s what this one used.
Brand Identity
Names, logos, and visual systems that make a brand recognizable everywhere.
Traditional Media
Catalogs, brochures, packaging, and signage that carry the brand into the real world.
More Client Success
See What Else We’ve Built
International, national, regional, and local clients across a wide range of industries.
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