The creation of a brand
Lafarge was launching its Artevia brand of decorative concrete solutions into the consumer market. The company had never marketed direct to consumers and it had also never marketed with women. As with all home decor, landscaping decisions are driven primarily by women, thus Lafarge commissioned Quiller and Blake to uncover the key insights it would require to effectively market Artevia to a female audience.
Artevia believes a home is a haven where memories are created and life nurtured. It is an extension of your personality. They help achieve this by offering the most unique selection of quality, natural, stone-like decorative concrete, with a warranty and professional in-home consultation/project management from start to finish.
Q&B developed a strong market position for Artevia, which tied to how women perceive their homes and why they invest in renovations. While in-home consultation was an important offering, it was considered a given not a key differentiator, thus it was not part the key messaging. The market needed to be educated about decorative concrete and it would have to be assuaged about its poor performance when first brought to market. Women want a natural-looking landscaping solutions thus a brand character was created that is witty, authoritative and knowledgeable.
Category Brand development