Boston Valley Terra Cotta
Brand management and marketing services for an architectural terra cotta manufacturer deliver a global message
In the last few decades, Boston Valley Terra Cotta has revolutionized their techniques and technology to increase their production capabilities for terra cotta rainscreens and masonry. OtherWisz Creative has been working with Boston Valley since 2009, helping to develop their brand to reflect internal and external changes and positioning them as a leader in their industry.
Services: Advertising, Blog Management, Brand Audit, Brand Identity, Brochure/Collateral, Email Marketing, Environmental Design, Event Marketing, Logo/Identity Design, Marketing Strategy, Packaging Design, Photography, Print Management, Promotional Materials, Social Media Management, Stationery Design, Vehicle Wrap Design, Website Design, Website Maintenance
Discussions about the company’s position and partners’ goals led to a complete brand evaluation followed by a visual identity update. Re-designing Boston Valley’s brand – which included revising the company logo, stationery package and marketing materials – more accurately presented the company’s premium material. Boston Valley’s logo is an antefix, a decorative architectural detail found often on historic terra cotta façades. The mark is rendered in strong positive and negative forms to ensure proper legibility at all sizes in a variety of applications.
To refocus the message and image of the company, OtherWisz enhanced the value of its website through a thoughtful expansion. The new website design is easy to navigate and boasts abundant information. Users can now discover Boston Valley’s products and services with an extensive project archive, which includes sections highlighting their processes, case studies, blog posts on ongoing projects, and industry news. The design takes advantage of the full width of the web browser, using large images to show off the beauty of their work.
After the visual brand was updated, style guidelines were established to address its application across different platforms. The stylings of print advertisements and sales materials have changed over time to reflect changes in the company’s message. OtherWisz has continued to develop the Boston Valley identity through email marketing campaigns, trade show banners, and the development of blog and social media campaigns highlighting their products in important locations, such as #TerraCottaNYC and #TerraCottaUK.
To better show off their products, OtherWisz developed a set of portable brochures featuring case studies of signature Boston Valley projects. The double gatefold brochures are small enough to be easily carried in a pocket or mailed and are housed in a custom designed sleeve. Multiple sleeves give Boston Valley the ability to curate the most suitable combination of sleeve and brochures for their clients. OtherWisz developed the messaging, designed the visual narrative, and wrote content for each of the five brochures to guide viewers alongside building and product images.
In 10 years of working with Boston Valley, we have refined their brand identity and online presence to reflect the factory’s capability and infrastructure enhancements, positioning the architectural ceramics company for an international market. Boston Valley’s visual brand now reflects its evolution from an American manufacturer to a global terra cotta supplier for the next generation of high-performance building envelopes.
Awards
- 2015 Silver Addy – TerraClad Product Brochure
- 2013 Silver Addy – Architectural Terra Cotta Brochure
- 2011 Gold Addy – TerraClad Product Brochure
- 2011 Silver Addy – TerraClad Sample Box, Pocket Folder
- 2011 American Package Design Award – TerraClad Sample Box
- 2011 American Graphic Design Award – TerraClad Brochure, Boston Valley Website, Stationery, Pocket Folder
