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Brand Development

BrahmaBoard is a brand of beaded and trim products manufactured by Brahma Building Products. Used for exterior and interior residential construction, BrahmaBoard products are made of solid core cellular PVC. Individually extruded, a tough outer shell encapsulates each board on four sides, rendering them impermeable to insects and mold-resistant.

Client’s goal: The company had been purchased out of bankruptcy and required a complete rebranding to position it as a leading manufacturer of fabricated construction materials.

Awareness: Beginning with the logo, Technetium Creative built a new brand identity that simultaneously conveys high quality, strength, durability and style. Appealing to construction industry professionals and homeowners alike, the red and white logo features a stylized Brahma bull’s head within a rounded square, which is echoed by the rounded edges of the font. The logo was carried out through all brand identity materials and sales collateral, as well as on the Web site.

Technetium Creative developed the BrahmaBoard Web site using our proprietary ProCommerce Content Management System. Designed for easy navigation, the Web site features the brand’s strategic advantages on the Home page.

Affinity: We positioned BrahmaBoard to build affinity with its primary target market of construction professionals through continual emphasis on its status as a major improvement in the category – which as a result makes the builder’s jobs easier, more cost-effective and more attractive to homebuilders. The Web site also invites visitors to upload photos of their own projects using BrahmaBoard.

Action: Powerful calls-to-action are used throughout the marketing materials and contact forms on the Web site.

Analytics: BrahmaBoard has since raised its profile in the construction materials industry, expanded its distribution and is currently expanding the product line into additional channels.
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Case Studies

AR Entertainment Series

Entertainment Series - Sustainable Packaging

A subsidiary of Audiovox - a leading manufacturer of mobile and home consumer electronics products - Acoustic Research is an established mid-tier brand of home audio products and A/V accessories. The brand is recognized as a pioneer in loudspeaker history for developing significant advancements in audio reproduction technology.

Client's goal: Create new packaging using sustainable, environmentally friendly materials and manufacturing processes for its Entertainment Series A/V cables.

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The Remedy

Boyz II Men is a four-time Grammy Award-winning R&B/soul group from Philadelphia, Pa. Founded in 1988, Boyz II Men is the most successful R&B male vocal group of all time, having sold more than 60 million records.

Client's goal: Art design for The Remedy CD cover and CD label to follow design theme established by Technetium Creative for the group's previous two albums, Winter/Reflections and Throwback. Technetium Creative won the Silver ADDY Award for Winter/Reflections in the Sales Promotion: Packaging/CD, DVD, VHS or Cassette category.

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Direct Mail Campaign

Alienware is a manufacturer of premium-quality laptop and desktop PCs specifically designed to meet the high-performance demands of video gaming.

Client's goal: Design, printing and distribution of direct mail catalogs to extend brand awareness and sales beyond hardcore gamers to business and student markets.

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Brand Development and Retail Launch Materials

TalkingTabs is a company that developed and sells a proprietary all-audio method of self-directed music instruction. The professionally designed curriculum provides step-by-step audio instruction in a series of CDs. Lessons in performing specific songs are available on CD under the company's Play-It-Now Tunes brand.

Client's goal: To undergo a complete rebranding to raise the profile of TalkingTabs and Play-It-Now Tunes in the marketplace while conveying the message that its audio-only instruction method is easy enough to be successfully learned by anyone motivated to play guitar.

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Brand Development

Go Watercraft specializes in extended rental of personal watercraft for use anywhere within the state of Florida for one day or longer, rather than hourly. This provides vacationers and day-tripping locals with the convenience of a personal watercraft at their disposal without having to plan their outing to accommodate its return within a narrow timeframe.

Client's goal: To create a brand identity, introduce brand to target market, create market position for new brand, build awareness and drive demand.

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Brand Development

Central Florida Economic Cooperative (CFEC) is a non-profit, member-run business organization based in Altamonte Springs, Fla., that provides a collaborative forum for business development, business education and community engagement. Technetium Creative is a charter member.

Client's goal: To increase membership and participation in CFEC seminars and events.

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