- SectorIndustrial & Manufacturing
- LocationUAE
- EngagementBrand and digital
Background
Specialist building products are sold into a professional chain. The person choosing the product is usually an architect, a contractor or a specifier, and the purchase is made against a specification document rather than on impulse.
The challenge
Marketing written for a consumer audience fails immediately with a specifier. They are not looking for persuasion, they are looking for technical confidence, documentation and evidence that the product will behave as described on a project they are accountable for.
The communications problem is therefore the opposite of most brand work. The task is not to add emotion. It is to make technical credibility findable, and to make it easy to say yes to in a process where saying no is always the safer option.
How we approached it
Design for the specifier's workflow
We treated the professional audience as the primary one and built around what they need to do their job: clear product information, the documentation they will be asked for, and a straight path to a technical conversation.
Credibility over persuasion
The tone was set to inform rather than to sell, because in a specification process the brand that is easiest to verify tends to be the one that gets through.
Decisions that shaped it
We did not consumerise the brand
The obvious move with a technical brand is to warm it up. In a specification-led category that usually costs more credibility than it gains attention.
What was delivered
- Brand and digital direction
- Website work
Where it landed
Material aimed at the audience that actually makes the decision, built around verification rather than persuasion.
Services provided
Published with the client's permission. This case study is a summary of the engagement. Old Port does not publish performance figures unless the client has confirmed them in writing.