SGIS
How can construction be more constructive?
It’s tough times for UK construction. Against a backdrop of monumental targets, supply chain uncertainty, cost pressures and an ever-widening skills gap, architects and contractors face immense challenges, which makes helping the industry come together to share best practice and be constructive all the more relevant…
Enter Saint-Gobain Interior Solutions, a combination of Saint-Gobain’s two insulation and interior space brands, British Gypsum and Isover. As key suppliers to the industry, these brands saw an opportunity to support construction professionals by providing another kind of space to help bring everyone together and, collectively, find a better way forward – raising standards, building skills and boosting engagement. The question was, how to reach and engage an audience of time-starved, overworked professionals?
Our answer lay in a core platform for sharp, incisive and insightful episodic content – a platform that we called Building Better. An AV-first thought leadership platform, with the focus on broadcast-quality content, influencer and industry engagement, and thought-provoking topics, Building Better’s aim is to position British Gypsum and Isover as not just suppliers, but as enablers and educators, supplementing traditional content and media, and speaking direct to our audience.
First, however, we needed to create a cohesive identity for the platform – something instantly recognisable, immediately relevant and enduringly memorable. Inspired by the interior spaces that British Gypsum and Isover help create, our AV platform adapted floor-plan themes to connect with the architects that design them.
With this at the forefront, we then built out the meaning behind Building Better itself: a content strategy incorporating five distinct pillars of focus for our content: Better Tomorrow, Better Equipped, Better Designs, Better Advances, and Better Achieved – embedding the full range of construction-related topics at the core of the Building Better platform.
We then needed to ensure that our platform’s identity could flex across the breadth, depth and lifetime of Building Better. So, we created a comprehensive suite of platform style and AV guidelines, colour palettes and supporting imagery, as well as an overarching proposition, messaging matrix and tone of voice guide. All of this combined to give Building Better the perfect launchpad for a sustained, engaging and compelling episodic content campaign, putting storytelling at the heart of Saint-Gobain Interior Solutions’ approach.
And that, of course, is a story for another time…