Masters in stone.
Cultured Stone by Boral
Branding +
Positioning campaign:
Print design
Advertising
Packaging
Concept
Design
Art Direction
Some copywriting
To elevate the brand for success in the luxury building and renovation markets, we focused a lens on Cultured Stone’s dedication to masterful craftsmanship.
Cultured Stone uses a unique production method, creating a product far closer to real stone than its competitors. So we repositioned the brand from a foundation of the characteristics, textures and nuances of stone, and told the story through the voices of the company’s most important asset: their people.
As a luxury building product, customers choose Cultured Stone for reasons beyond aesthetics: stone can evoke feeling, create an atmosphere, and reflect a place. Our approach to photography brings out the structure in the product itself, emphasizing the high craftsmanship in production and application.
We structured the “Masters” campaign to expand and grow, forming a body that highlights what makes Cultured Stone exceptional and allows the company, as well as the product, to shine in a crowded marketplace.
The success of this campaign ultimately served as the foundation for an identity update, as Cultured Stone prepared to stand independently from their parent company, Boral.