Built For This
A campaign rooted in storytelling and life’s moments that introduced CertainTeed home building products in a new way to both homeowners and professional audiences.
Client
CertainTeed
Year
2025
Services
• Campaign Strategy
• Campaign Identity
• Photo/Video Captures
• Webdesign
Notes/Credits
Created at Material+
CD / Mike Park, Tracy Thompson
Copy / Eddie Wright
Project Background
CertainTeed, a leading manufacturer of building materials, sought to strengthen their brand presence among both homeowners and building professionals. While already well-established in the industry, the client wanted to reposition themselves in a way that felt more aspirational, unified, and high-level—showcasing not only the quality of their products but also the brand’s broader vision and commitment to resilience, innovation, and trust.
To meet this challenge, our team developed the “Built For This” campaign. This platform served as an anthem for CertainTeed’s role in building stronger homes, communities, and futures. By leaning into powerful visuals, bold messaging, and a confident tone, the campaign was designed to resonate with both audiences, empowering homeowners to feel secure in their choices and reaffirming CertainTeed’s reputation as a trusted partner for professionals.
Approach
To make Built for This resonate with homeowners, contractors, architects, and other builders, we started with in-depth research. We mapped key audiences, identified their challenges, and uncovered how CertainTeed products could meet both practical and emotional needs.
We translated CertainTeed’s expertise in roofing, siding, and interiors into a cohesive visual and verbal identity. This included a flexible design system, a consistent and inspiring brand voice, and a framework for storytelling that could unify campaigns across product lines while allowing tailored messaging where needed.
The Built for This campaign put resilience at the center of CertainTeed’s brand. Through compelling storytelling, heroic visuals, and multi-channel activations, the campaign positioned CertainTeed as a brand that empowers everyone who builds, installs, or lives with CertainTeed materials. It celebrates both the pride of preparedness and the confidence to face whatever comes next.
