Masters in stone.
Branding +
Positioning campaign:
Print design
Advertising
Packaging
Cultured Stone by Boral
Concept
Design
Art Direction
Some Copywriting
To revitalize an enduring company manufacturing a traditional product, we focused a lens on Cultured Stone’s dedication to masterful craftsmanship.
The success of this campaign served as the foundation for an identity update, as Cultured Stone prepared to stand independently from their parent company, Boral.
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.
