CSR Style Guide
Campaign Creative
A comprehensive toolkit of curated materiality to inspire and assist
An industry-leading building products manufacturer across Australia and New Zealand, CSR is behind some of the most trusted and well-known brands for residential and commercial construction.
The creative campaign, material colour palettes and collateral created for the CSR Style Guide represent a calibrated and comprehensive toolkit of architectural form, colour and materiality that will inform the future of the Australian built environment.
Print collateral established the tangible need to hold clear solutions in hand. A comprehensive Style Guide brochure provides detailed information for building and renovating from planning and location considerations to home designs, style elements and material palettes.
An additional kit of scheme postcards offer comprehensive advice on both seen and unseen components of a residential build, from insulation and ventilation through to roofing, trims, paint colours and complementary finishes. These resources encourage education around design and materiality, and confidence in making appropriate selections for lifestyle, context and landscape.
A bold campaign delivering complex knowledge with wide consumer and industry appeal
Establishing a comprehensive visual system across campaign identity, typographic style, colour palette, tone of voice, image creation and messaging hierarchy, the visual response is a complex balance of boldly inspirational photography and clear and accessible language to strengthen consumer confidence.
Working closely with trusted photography and film production partners the campaign creative allows for ease of application across a range of mediums and platforms. A Campaign Guidelines strategy was provided for third party implementation with a comprehensive set of tools for guiding brand architecture, digital intention, stock imagery access, case study assets, product captioning, typographic lockups and multiple copy decks with customer differentiated language.
With expert knowledge of the complex selection and specification process for the building industry, we applied a powerful colour and finish strategy distinguishing this campaign from the competition to attain greater commercial appeal through future-focused materiality and form with wide consumer and industry appeal.
CSR Style Guide National Product Campaign
Construction & Manufacturing
Visual Strategy & Campaign Creative
Photography Art Direction
Video Art Direction
Print & Packaging Design
Material Palette Design
Product & Finishes Selection
Global Colour & Trend Forecasting
Tomas Friml Photography, Marsha Golemac Styling, SIRAP Video Production,
Marie-Luise Skibbe Studio Photography, Mark Lobo Portfolio Photography