Timber Framing Collective puts timber in the frame in new brand campaign via Engine
A new brand for the Timber Framing Collective that emotively delivers its purpose has launched via Engine including full brand strategy and positioning, creative development including name, logo, corporate ID and associated production through collateral, templates, website, social channels, eDM, video production, IT infrastructure, stakeholder engagement, launch media relations and more.
The Timber Framing Collective is responsible for the marketing of timber framing in Australia. It sees previously fierce competitors (local producers and importers, amongst others), join forces for the greater good of the industry to promote, establish and consolidate Timber Framing – The Ultimate Renewable as the leading building materials brand in Australia for residential construction.
The collective receives financial support from Australian sawmills, timber importers, industry associations and peak bodies, building products and treatment suppliers. These supporters currently include Australian Forest Products Association (AFPA), AKD, Boral Timber, Hyne Timber, OneFortyOne, Timberlink Australia, Wespine, Australian Timber Importers Federation (ATIF), Forest & Wood Products Australia (FWPA), Frame & Truss Manufacturers Association (FTMA), Koppers, Lonza, MiTek, Multinail, Pryda, Responsible Wood, Stora Enso, TABMA, Timber Queensland and Vida.
Says Marita Pierce-Indugula, a spokesperson for Timber Framing Collective: “While competitor building materials may have deeper pockets than ours in terms of advertising media spend, what we have is a supply chain that is unrivalled in size. Within that supply chain are people that are passionate about timber and are chomping at the bit to work with us to promote the many benefits of timber framing over other building materials.”
Says Tim Weger, managing director, Engine Group: “Timber has no equal when it comes to its environmental credentials. While other building materials add to carbon emissions, the timber framing industry is working with a natural sustainable product that stores carbon. Wood also has the lowest embodied energy of all common building materials. This is yet another great opportunity for us as creators of positive change.”
