ColorCote has been leading innovation of pre-painted aluminium and steel roofing and cladding products in New Zealand since 1973. While their offering remained steadfast, their brand needed some modernisation, and BallantyneTaylor was entrusted with a brand refresh that was more than just cosmetic.
ColorCote is well-recognised in New Zealand and we wanted to honour that familiarity. Primary elements of the logo were revamped and given a fresh colour palette and a contemporary font in upper and lower case was applied to engender a spirit of warmth and approachability. We didn’t stop at the logo, the rebrand extended into building and vehicle signage, a product range guide, communication assets and promotional gear, a coffee table booklet and more. Additionally, product names AlumniGuard, MagnaFlow and ZinaCore were developed to replace numeric product names that were confusing and unmemorable.
Because of the brand relaunch and their strong focus on improving sales and team engagement, ColorCote has enjoyed spectacular growth (over the last 18 months), achieving sales record after sales record. The extreme success of this relaunch has seen them awarded a TVNZ Marketing Award for Marketing Leadership. The Judges’ Choice Marketing Leadership Award at the 2016 TVNZ Marketing Awards was awarded to the entry that best demonstrated how marketing has led the business to achieve improved performance through a success initiative/project.
“Our new website and sales collateral has provided a much-needed re-focus on consumer understanding, simplifying our product offering and bringing clarity to the decision-making process. This month we’ve had our best sales in a decade.”
- Steve Haines, Sales & Marketing Manager, Pacific Coilcoaters