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When it comes to designing and building sculpted custom residential and commercial geological retaining walls, Boulderscape is incomparable. But their marketing materials, at the time often created inhouse, lacked the cultivated declaration their expertise warranted. Luckily for StudioConover, their Senior Vice President of Commercial Sales contacted us after receiving sample collateral designed for Eldorado Stone. They were impressed with the brand we helped build for Eldorado and wanted to have us reshape their brand similarly.

resurfacing boulderscape’s website

A product name audit revealed that Boulderscape’s naming convention was too abstract for specifiers who had no reference point for their own specs. Once we crafted a consistent naming convention, the reshaping of Boulderscape’s (previous) website necessiated a complete overhaul. Gone were the smallish installation images and its place, beautifully photgraphed, well-organized images that had concurrent case studies with identifying characteristics that could be downloaded in pdf format. An organized photo gallery with dependable labeling delivers consistent information with images that can also be downloaded for the presentations often necessary in the construction industry.Just as kleenex has become a genericized trademark, “boulderscaping” is the term often used when specifying shotcrete retaining wall finishes. This generic description for their own patented process proves both beneficial and troublesome for Boulderscape’s competitors.

building industry

StudioConover is a brand consultant and communication design firm for manufacturers of building products. This is our specialization. Many generalists claim they design brochures and build websites (they do) but few have the years of experience StudioConover has strategizing, crafting and building compelling and results-oriented campaigns for manufacturers. Our expertise involves the design and production of a vertical skillset of specialized campaigns that have a unique way of delivering solutions that consistently differentiates in a crowded marketplace.

We know the Client because we are the Client

We see building product brands everyday because we also specify building products. We are in constant contact with companies, their sales team and their marketing materials. We search online for products and know what succeeds — and fails — inspirationally and informatively. Often, manufacturers’ marketing materials are mundane and confusing. Their voice is murky and they present a mystifying product mix. When StudioConover is hired to reshape brands, we begin with a design audit that reveals the best and worst practices marketing-wise. This holistic reveals the next step to take. Smart thinking begets smart design which creates a cohesive brand in the mind of the A&D community.We know qualified clients look for specialists. StudioConover creates print and online campaigns for successful product manufacturers that wish to construct a clear identity and a consistent communication strategy that is implemented effectively. Contact us today for more information.



Retaining Nature. Sustaining Beauty. Their corporate tagline — written by StudioConover — proved to be the touchstone for the rebranding for Boulderscape. And since Boulderscape designs and builds geological and architectural finishes, the website, printed collateral and advertising conveys that core competency. Their existing logomark’s color palette was updated to relate to the essential safety-orange “ignition” color and matched concrete-gray secondary color throughout.

Related links: Before and After, Website, Brand Strategy, Naming and Tagline Strategy