CertainTeed Photography

Creative Strategy and Direction

Challenge: To create an elevated, cohesive and ownable photography style for the CertainTeed brand

Solution: Working with our agency partner, five categories of photography were designed to be unique to CertainTeed and differentiate us in the marketplace and to effectively represent our products. In order to better tell the brand story and better connect with the customers, the brand identity now relies on photography that portrays people more prominently and realistically to make these human connections.