Barricade Building Products

Brand Refresh

Verbal Identity & Messaging

The Brand

Barricade Building Products manufactures building envelope solutions (e.g., house wrap, sheathing, underlayment, etc.).

The Problem

While lesser known than other building envelope brands, such as Tyvek and Typar, Barricade was only the second company to manufacture house wrap, following DuPont (Tyvek), in 1986. Even so, they own little market share compared to the ubiquitous Tyvek brand, despite their products being less expensive (lower overhead costs) and of equal or higher quality.

The Insight

The type and level of weather protection needed for a particular project is contingent upon environmental factors and climate conditions, with some builds requiring more protection than others. With various grades and opportunities for customization available, Barricade has a product to meet the demands of every project, empowering builders to choose the exact level of performance they need rather than paying extra for protection they don’t.

The Concept

The rebrand aimed to grow market share by positioning Barricade as the brand of choice that gives builders the right to choose.

Brand Style Guide

I was tasked with developing the voice, tone and messaging for this rebranding project, which included the development of a branded character, Bo the Bear.

*Typography, logo usage, brand elements and colors, and photography guidelines have been excluded.

Developed in conjunction with Epiphany Studio