Royal Building Products asked us to relaunch their subsidiary brand, Exterior Portfolio. In our research we hit on the insight that homeowners improving the interiors of their homes outspend homeowners improving the exteriors of their homes by more than double. Entertaining, playing, cooking, swimming, relaxing; people spend a lot of time with the outside of their home. Everyone has fond memories of their home, shouldn't the memories made outside be as beautiful as the memories made inside? 

Bringing this insight to life, we developed four vignettes where the life lived outside the home becomes the hero. Using imagery designed to feel like a warm memory coupled with emotional lines to draw viewers in, we remind them of all the life lived just outside their front door. 

We continue the same idea throughout the brand collateral. Sales materials push meditations on life to the foreground rather than the beauty shot of a home, which is typical for the market.