Owens Corning

Helping a multifaceted brand tell a myriad of stories.

  • While Owens Corning’s roofing, insulation, and composite products are ever-present in our world, the majority of their messaging is only meant for an extremely narrow slice of the population – engineers, architects, and builders. 

    And while this exacting B2B audience needs precise data and acronym-rich technical sheets, they also need to be inspired like the rest of us.

    This insight informed our very first assignment for Owens Corning back in 2019 – a global campaign for their nonwovens business – and continues to guide our efforts today. In 5 years, we’ve worked across every business unit: launching multi-year campaigns, shaping brand strategy, refining social presence, introducing new products, and finding fresh ways to keep this innovative company top of mind with their audience.

    The work has helped Owens Corning in many ways – increasing site traffic by 300%, more than doubling key metrics in particular cases, and even leading to the opening of a new plant to meet the increased demand for their PinkBar+® product.

A collage of four images featuring women in professional and casual settings, and a man in construction gear. Top left shows two women in business attire standing and talking. Top right has a smiling man in a gray work jumpsuit and white safety helmet holding pink construction rods. Bottom left shows a woman holding a skull prop on stage, and bottom right has a woman sitting in a wooden chair with sunglasses and a casual outfit.
A woman with blonde hair in a beige blazer sits at a desk with a white abacus. The background is a gray wall covered with floating mathematical formulas and diagrams projected or digitally added.
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Collage featuring an ancient Egyptian stone statue of a seated pharaoh, a wooden bench, and a modern hydraulic excavator against a beige background.
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Line drawing of a test tube on a shelf and a funnel with a filter, set against a pink background.
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The images show city street scenes with advertising displays on poles related to AR experiences, featuring pink mascot characters promoting design and purpose. The top image is an outdoor plaza with a floral-covered umbrella roof structure, and the bottom image shows a busy urban crosswalk with high-rise buildings.
Digital advertisement display at an airport promoting urban planning with colorful cityscape illustration and text saying 'Where planning meets publishing.' It includes a QR code and message encouraging design contributions to make a difference, with a logo in the bottom right corner.
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