Firestone Building Products is part of Bridgestone Corporation, the world’s largest tire and rubber company. Firestone has become a global leading manufacturer of rubber based roofing and lining systems for a wide variety of applications. RubberCover is its main solution within residential roofing systems.
To create a completely new branding for RubberCover, in order to establish Firestone’s main product as the best choice in the market.
The rebranding exercise started out with defining the target audience: in this case the professional installer, the homeowner being a secondary target. Key benefits were ease of application, durability, and premium quality. These product qualities brought us to the following concept for the rebranding: No trouble! The main message that was spread throughout the complete communication mix was ‘RubberCover is trouble-free’.
To support the RubberCover rebranding campaign, we organised and conducted a photo shoot which resulted in powerful imagery that was used in all communication tools. The imagery served as building blocks with which we created a full set of marketing material ranging from a product brochure and flyer to promotional POS material such as a pocket guide, banners, and a countertop display.
