Geostone
We helped them transform,
so they can ... transform
Supporting Geostone's customer journey, we
updated their physical assets and created more display varieties.
Geostone is part of Australia's leading supplier of aggregates, concrete (readymix) and concrete pipe and products, Holcim Australia. Using locally sourced Australian stone, Geostone is a modern decorative concrete brand, designed for flooring inside or outside homes, such as driveways, benchtops and other decorative household features.
Geostone went through a digital transformation to uplift their brand and reflect the premium product they offer. However, their physical assets were outdated and only limited materials were being circulated at display centers and road shows, therefore not showcasing enough of their products for potential customers.
To determine which physical assets were needed to rollout and where they will live, Geostone asked Focus Creative to support on an audience journey and activation plan.
They had a flawed relationship with their audience ... we played the matchmaker.
We got stuck into interviewing Geostone's key target audience groups – Householders, Installers and Architects, to understand what they know about the brand, the journey they take to purchasing, and from this, extract opportunities for Geostone to stay at the forefront of their customers minds.
These key insights shaped our audience journey and messaging, helping us maximise the success of our physical assets, and ultimately build Geostone’s relationship with their audiences.
Once the assets to rollout were determined, we developed design principles and created an extended version of Geostone's online look and feel to ensure brand consistency across multiple platforms when designs are brought to life. The branding was then rolled out to a brochure for Geostone's Polished and Honed flooring, as well as Exposed concrete. On top of this, we rolled out product sheets, social posts, and provided additional activation ideas such as a Cost Comparison Calculator to be developed internally.
