making big waves in a lookalike, cookie cutter industry 

When you can put every brand next to one another and say to yourself, “which is which?” there’s a problem. MoistureShield® Composite Decking wanted to stand out and prove that they can more than compete with the big guys, so we helped them rejuvenate their brand and positioning to stand out and make an aggressive statement.


The opportunity

After Oldcastle APG acquired MoistureShield Composite Decking, they challenged us to help find a unique position that would help them stand out in an already crowded marketplace.

The Process

We uncovered an innovative differentiator that no other wood composite decking company could match, allowing us to leverage a clear performance benefit to get a leg up against the competition. Not only did we capitalize on their uniqueness, we created a bold, visual brand that will not be confused with their competitors.

we delivered

Today, MoistureShield is grabbing attention from contractors, dealers and share from competitors. We retooled their whole marketing mix, and through an integrated media campaign, we launched their new branding full force into the market and made a lasting impression on key customers.

the solid core difference

When we first learned about this key differentiator, we knew we were working with gold. MoistureShield is the only board that fully encapsulates each wood fiber in the board’s core with a protective barrier, allowing it to resist virtually all damage from moisture. We created a position and campaign around this innovation, which helped us not only go after other wood composite brands but also pressure treated lumber.

brand pillars

performance iconography

We developed a series of consistent, at-a-glance visual indicators to help customers get to know the benefits MoistureShield has to offer.

product colors & photography

We took an established product offering to the next level with custom branding that evoked each line’s superiority, performance and lifestyle.

excel. defy. inspire.

Sometimes, you have to take a risk to make an impact. And man, did it turn out beautifully. Our underwater photoshoot not only turns heads, it also showcases the limitless possibilities of The Solid Core Difference™.

lifestyle photography

Every single wood composite decking company looks the same. Seriously, we tested it out. We ditched the white button ups, khakis and fake smiles for authentic moments. Real people live, eat and play on these decks and we need to show that.

brand playbook
brand brochure

I am truly blown away and forever grateful to everyone on the team. We’ve all grown an amazing brand and set the standard for how we roll around here.

Senior Brand Manager, Oldcastle APG