TXTRwall by Rigidized Metals
Rigidized Metals Corporation is the world’s leading producer of deep and micro textured metal surfaces. Though primarily used for commercial and industrial applications, their products are also a popular choice within the architectural industry for interior partitions, column coverings, and surface cladding. However, Rigidized was looking to call greater attention to the value of their product as interior wall cladding, adjusting their marketing approach to promote it specifically for indoor use. Before they could reintroduce the product to the interior design and architecture community, Rigidized needed a signature name, visual identity and marketing strategy directed toward this discerning audience.
A name and logo with ‘the x-factor’
The OW team began with a thorough name development process, which delved deep into the nature of the product and its qualities. After brainstorming, researching, and editing, our team compiled a list of over 100 potential names. Following several client meetings, a deeper review, and some preliminary trademark investigation, we narrowed these choices down to 5 suitable options. The client selected the name TXTRwall – ‘texture wall’ abbreviated in a modern form.
Our team developed a logo for the product to complement both its new name and Rigidized’s existing brand architecture. The wordmark uses a custom-designed typographic treatment to suggest the patterns found in the TXTRwall line – its unique ‘X’ mark is a visualization of the deep texturing process, inspired by their classic 6WL pattern.
Thinking outside the ‘metal’ box
Our TXTRwall marketing strategy was based on the extensive competitor research completed during the brand development phase, which allowed us to determine a viable niche for the product. After comparing TXTRwall’s unique selling points against its target markets and end users, it was clear that architects and interior designers were the preferred audience for our initial promotional efforts. While the functional benefits of the product are many, the aesthetic qualities needed to be heavily endorsed to these users as well.
Visual identity is a brand’s first impression
TXTRwall’s market positioning places it in front of an audience that is more on-trend and design savvy than that of other existing Rigidized product lines, so we developed a visual brand to reflect this lighter, fresher aesthetic. Large photos of the product are allowed to take center stage when paired with ample white space and minimal graphic details. The balance of this new identity – complementary fonts, color scheme and visual styles – works to establish TXTRwall as part of the standing Rigidized catalog, but also distinguish it as a unique product that is designed to fit comfortably outside of their typical market.
The TXTRwall marketing campaign included a press release that garnered interest among several design and architecture publications, a branded email announcement distributed by The Architect’s Newspaper to their large client database, some digital magazine ads, and a Google Display ad campaign – all culminating with a product re-launch at NeoCon 2021, the commercial design industry’s premier event.