ARDEX Tools – a wholesome communication concept for a new generation of service tools

ARDEX is a quality leader for construction chemistry products. The independent, family-run company’s tradition spans back over 70 years manufacturing products for specialized trade as well as flooring and tiling professionals. ARDEX customers also appreciate the company for other valuable services such as the digital assistant ARDEXIA or the trainings offered through the ARDEXacademy. Even though its core-market is Europe, ARDEX has business activities in over 50 countries and on almost every continent.

To complement its regular range of products, ARDEX developed a range of high-end service tools. The twist: they added optimum handling, guaranteeing users best results in the field. In order to do so, developers deconstructed the functions of classic hand tools and then built them back together with new functions. The result: Next Level Tools – including a wholesome communication strategy by alle freiheit.

We created a thorough look-and-feel for the Next Level Tool brand and all the accompanying communication. We focused on the German market, but left room for potential adaptions to all other markets while developing the creative concept. We created a unique design for the new tool range, making the branding independent of the ARDEX umbrella brand, while also being reminiscent of it. The branding needed to be adaptable to all communication formats: for offline and online contents as well as packaging. We decided early on that the product was to the hero and that all communication should highlight the service tools and their USPs, e. g. ergonomics, quality and usability. We wanted to optimally launch the Next Level Tool range on the German tool market and create awareness for them within the relevant target groups, while also positioning them on the market, assisting sales. Before we tell you more, here’s a spoiler: The German market practically devoured the Next Level Tools!

Highlighted on- and offline: Next Level Tools

First, we created a unique and confident communication motto and design that spotlighted ARDEX's high-quality products. The motto as well as the look-and-feel of the campaign were used in all ARDEX markets and thus worked internationally and on a global scale. The globally uniform communication contributed significantly to the recognition of ARDEX Next Level Tools around the world. We created a modern and uncluttered screen design for the NLT website and programmed it in WordPress. No challenge without an obstacle: we had to integrate ARDEX’ product information management system into the site. The product information system synchronizes product information and changes made to it on the ARDEX product database. In addition, a vendor database (the basis for the vendor search function on the ARDEX Next Level Tools database) needed to be integrated. It was connected to the ARDEX CRM through API.

Next Level Tools also shined brightly on social media. We presented the tools and entertained the target group, contributing to user engagement on the ARDEX Facebook and Instagram channels. Of course, the contents were completely on-brand and therefore loud, cheerful – and a little naughty!

Our campaign highlighted the tools in specialized trade stores across Germany and placed Next Level Tools within a distinctive retail shelf uniquely created and built for them. The retail shelf includes a special lighting installation, guaranteeing premium product presentation.

Photo Shoot und 3D Renderings – perfectly staging products and professionals

For our image-based communication and social media footage, professional builders, painters and tilers posed with ARDEX Next Level Tools at the ARDEXacademy – a perfect backdrop! Things were a little quieter in our agency-owned studio, where the remainder of the photos was created. There, minimalist sets functioned as background for all product shots featuring the newly arrived service tools.

By the time the communication campaign was created, a few of the premium tools were not yet available. We couldn’t take all the product shots with the actual product and still needed to integrate these tools into the campaign. So – with the help of technology – we got creative! We created computer-generated pictures of the missing tools, using CAD-data, 3D texturing and 3D modeling. Through these 3D graphics we were able to show all tools on time. By combining these product shots with picture composition techniques, we also completed all motives featuring people and the tools in use.