THE CHALLENGE
RubberBond Elevate was the product people knew, but there was a piece missing to their brand: RubberBond Elements. What it didn’t have was a main brand for two products or a market strategy built for the audience that actually controls purchasing decisions.
RubberBond Solutions needed to enter the U.S. playground and public-space surfacing market as a premium contender, competing against established brands with years of specifier trust behind them.
Three obstacles stood in the way:
Brand absence. The product existed; the identity didn’t. Without a visual system, messaging architecture, and positioning that could stand in the same room as architectural-specification brands, RubberBond Solutions would be perceived as a commodity regardless of its performance.
A specifier-driven sales cycle. Landscape architects, municipal planners, and school-system procurement teams decide which surfacing systems get specified. Reaching them doesn’t work like reaching end consumers. It requires technical credibility, presence in the right research environments, and a brand that signals design quality, not just durability.
U.S. market entry complexity. The existing product catalog was built to international standards and needed to be adapted for U.S. market expectations, regulatory compliance, and the ADA-aligned specification language that architects and planners require.
THE APPROACH
BRK led with strategy and built outward in five interlocking pillars:
Brand Discovery & Identity Foundation
BRK began with a structured Discovery Session engaging RubberBond stakeholders to map the brand’s goals, audiences, competitive landscape, and value proposition. This informed a comprehensive Brand Brief that established the RubberBond Solutions identity: who they are, what they do, and why specifiers should choose them over a crowded field of alternatives.
Logo & Visual Identity System
BRK developed the custom logos for the family of brands: RubberBond Elevate and RubberBond Elements under the umbrella of Rubberbond Solutions. The final system was delivered in a variety of formats all scalable from a trade show banner to a QR card.
Website Design & Development
BRK designed and developed an elevated layout and navigation, mobile-responsive design, lead-capture forms and CTAs, product galleries, resource downloads, and analytics and tracking implementation. ADA-compliant throughout.
Specifier-Ready Sales Tools
BRK designed trade show materials. Including QR-enabled business cards and tabletop displays that directed prospects to the RubberBond Solutions website. A professionally branded sales pitch deck was built to clearly communicate product capabilities, the RubberBond Elevate and Elements lines, and the brand’s competitive value proposition for partner meetings and specification presentations.
Digital Presence & Catalog
BRK updated the manufacturer’s digital and print catalog to reflect the new RubberBond Elements brand. Replacing legacy references, removing outdated program pages, and eliminating non-compliant regulatory citations. A complementary retargeting email campaign was built to re-engage visitors captured through pixel tracking on the site.
Always-On Media & Content
BRK deployed the TargetedIQ™ paid media program. A data-driven campaign combining audience research, display creative, and contextual media placement to reach architects, planners, and designers in the environments where they research and specify. Organic social was layered across LinkedIn, Facebook, and Instagram to build brand presence and community.
THE EXECUTION
Logo & Brand Identity System
Three custom logos. The complete identity system established the visual and verbal foundation for every downstream deliverable.
Brand Guidelines
A comprehensive online brand guidelines site codified the new identity—covering logo usage and clear space, color palette, typography hierarchy, photography and videography direction, social media standards, catalog and print applications, and tone of voice. This online guide became the single source of truth for internal teams, agency partners, and vendors.
Catalog Redesign
The existing RubberBond Elements catalog was redesigned to standard U.S. print format with imperial units of measurement. A new cover and four interior story pages were designed and written from scratch to introduce brand narrative and reinforce identity. Delivered in print-ready and digital PDF formats.
Sales Pitch Deck
A professionally branded sales presentation designed to communicate RubberBond Solutions’ capabilities, product lines (Elevate and Elements), and competitive value proposition was built for partner meetings and specification presentations.
Animated Brand Impact Video
A two-minute motion graphics brand video was produced for the website combining supplied imagery, brand assets, and animation to communicate innovation, design versatility, and performance.
TargetedIQ™ Paid Media Campaign
Ongoing paid media campaigns targeting playground architects, landscape designers, municipal planners, and procurement specialists.
Retargeting Email Campaign
A four-part automated email sequence was built and deployed to pixel-captured website visitors guiding prospects from awareness to inquiry. This campaign included strategy, custom email design and copywriting, pixel integration, CRM automation setup, and a reporting framework.
Organic Social Media Management
Monthly content management across LinkedIn, Facebook, and Instagram, including content strategy, post design, copywriting, scheduling, community management, and performance reporting.
THE RESULTS
BRK delivered a complete brand and go-to-market system from zero to fully operational across every channel the specifier audience uses to research, evaluate, and specify surfacing products.