Client: Georgia-Pacific
Georgia-Pacific Building Products is the largest producer of wood-based structural construction boards (Plywood and OSB) in the United States and has been providing top-tier gypsum building products since 1965, upping the game in 1986 with the development of fiberglass mat sheathing surrounding a gypsum core. I joined Ricochet Partners in 2018 to help advance the position of GP-Gypsum products, and I was a part of the team that developed the naming and trademarks for two of their new products: DensDefy™ accessories and DensDeck® StormX™ coverboard. Click any image for a closer look, click outside the image to return.
OwnersRoof Consolidated Campaign
Ahead of the 2020 trade show season, we proposed what became the OwnersRoof campaign for Georgia-Pacific. Designed to position the effort as an industry support foundation sponsored by Georgia-Pacific, the concept would position GP as the thought leaders and undisputed experts in the roof board industry. Building owner concerns and pain-points were addressed with value-added content to build awareness, educate owners and help all connected with the industry to see the financial and time value benefits of requiring cover boards in the RFP process to combat omission of this critical building component by “value engineering”.
The name of the program was revised several times during the development cycle, finally landing on “OwnersRoof” in an effort to directly address the specific audience segment that would ultimately be the prime influencer in the purchasing cycle for new construction.
The proposed campaign also included print advertising, direct mail, and email campaign, social media, digital banner ads and hosted video vignettes featuring industry experts. The pandemic curtailed many of the components of the campaign, but the web site, video content, print ads and digital ads were implemented in spite of the cancellation of virtually all trade show activity for 2020.
My role: Visual concept development, UX, “Logo” development, art direction, image editing.
DensDeck® Roof Board, Judge Every Roof ad campaign
The “Judge Every Roof” campaign was originally approached as a stand-alone ad designed to promote Georgia-Pacific’s DensDeck® Prime™ Roof Board destined for select building trade publications. When the concept and headline was developed, the idea was so well received that not only would it spin out to a full print ad campaign series, but would cross-pollinate to other print and digital promotional endeavors (primarily banner ads and social media) and receive recognition in the coveted Architectural Record Advertising Excellence Awards.
The concept was so flexible, that we developed imagery specifically to speak to architects that would address the numerous specific threats a commercial roof might face. Several other topics were explored for trade publication advertising such as fire and moisture, but were instead leveraged for companion media projects.
My role: Ideation, visual concept development, art direction, layout, image editing.
DensDeck® Trade Show Properties
A significant vehicle to promote the “Judge Every Roof By It’s Cover” concept was Georgia-Pacific’s presence in building industry trade shows.
When the imagery was initially developed, it was for print-advertising only, and had to be redeveloped to accommodate the mechanical needs of large-scale presentations. To complement the weather-related product messages, the interior conference area of the booths leveraged not only installation and construction imagery and messaging, but also reinforced the urgency for the protection their product offered. A panoramic visual experience portrayed the wide range of weather conditions that DensDeck® was developed to protect against.
The same basic visual concepts were leveraged for multiple trade show events across the US, but adapted to various secondary message and booth space requirements.
My role: Visual concept development, art direction, layout, image editing, production supervision & workload allocation.
DensDeck® StormX™ Severe Hail Cover Board Ad
After our team developed the name and trademark for Georgia-Pacific’s new coverboard designed for use in areas afflicted by severe hail conditions, our extended contract with Georgia-Pacific expired, and Georgia-Pacific began working with other agencies closer to their Atlanta, Georgia corporate headquarters. Within two months, they came back to us asking for creative support to develop advertising for their new DensDeck® StormX™ prime roof board product.
The resulting ad series was consolidated from two separately developed designs that swapped the positions of the primary imagery- one brought attention to the ASTM standards met by the new product, and the other (shown here) focused on an emotional approach that dramatized the armor-like characteristics of the product. The headline suggested the relative ease that a roof structure with StormX™ could simply shrug off the damaging effects of severe hail.
After the ads were complete, Georgia-Pacific continued to use the concepts in various additional mediums such as trade magazine wraps and video presentations (click the image to view the associated video for which I provided creative direction, art direction and production support).
My role: Ideation, visual concept development, art direction, illustration, layout, video direction and graphic support.