About MASTACLAD

The idea for MASTACLAD began as a collaboration between two Australian companies, ECOTONE, a specialist in Colour for Life applications designed for the built environment, and the other a leading supplier of prefinished cladding solutions.

They saw an Australia-first opportunity to provide the market with innovative colour systems and onsite cladding solutions that could be produced locally at reduced lead time and environmental impact.

The Challenge

The team wanted a name for the new venture, brand assets, a website, and content to communicate the new brand in a market with established competitors.

In addition, the stakeholders were highly entrepreneurial and wanted a world-class brand launched in months and not years.

What we did

Working with the team across our global village, we did the following:

  • Conducted a co-created Company PX™ workshop with key stakeholders from both companies to define the vision, mission, audience, purpose, value proposition and competitive environment
  • Led a weekly team meeting to create alignment and accelerate decision-making on topics such as the company structure based on the market opportunity and competitive context
  • Identified MASTACLAD as the name for the new venture which was subsequently trademarked
  • Translated the strategy into an updated brand book and guidelines across online and offline brand assets and touchpoints
  • Developed the new website and copy targeting architects, builders, and installers
  • Created social media content and engaging videos to launch MASTACLAD including empowering the team to actively use LinkedIn.

The Result

In a matter of months, MASTACLAD went from an opportunity to a new venture with a purpose, clear strategy, value proposition, and communication based on the promise of, You dream it. We create it.

The brand colours, imagery, and promise were inspired by the stakeholders showing the power of new venture co-creation using the PX™.

“The Markd Global approach helped align our two companies and deliver a world-class brand that included all our input. We brought the knowledge of our market and they brought the tools to simplify the process of building a brand from the ground up.

Now that the brand is in the market, I see the benefits of investing time in developing a compelling value proposition. I am getting some great new leads and opportunities weeks from launch, which shows that MASTACLAD has a clear message that connects with our audience.”

Kevin Briffa
MASTACLAD Sales Director

Wrapping Up

Through PX™ we find the golden threads of purpose in leaders to inform the companies they create. Ultimately, we believe these will be the enduring companies of the future.

To develop your Company PX™ strategy, say hello@markdglobal.com.

Learn more about MASTACLAD here.

To turn your design dreams into reality, connect with Kevin Briffa here.