Introducing IN THE BAG and Grey Matter; two very different newsletters for Lafarge Tarmac cement solutions customers.
Lafarge Tarmac are a leading supplier of packed cement products – IN THE BAG’s audience includes Builders Merchants and Trade Counters, both the warehouses and the small, independents. We designed and provided copy for a new eye-catching newsletter full of useful product & technical information, exciting competitions and articles that give buyers an insight into daily life at Lafarge Tarmac.
Meanwhile over at bulk cement, we gave Grey Matter – a pre-established newsletter now in its seventh issue – a makeover using elements of the new Lafarge Tarmac brand. So far feedback on the refresh has been positive. The audience for bulk cement have come to expect excellent sales and tech support, health & safety advice and useful information on cement applications, standards and innovations.
We’re looking forward to working on the next two newsletters.
For the third year running we were asked by Lafarge – now Lafarge Tarmac – to design, produce and install the graphic elements to their two-storey stand at Ecobuild – the world’s biggest event for sustainable design, construction and the built environment.
Their feature exhibit, Cool Concrete, was an educational experience that challenged visitors to look at the future of sustainable construction materials and their manufacture.
The design evolved from the creation of four distinct zones, each with their own identity. An Innovation Zone and a Legacy Zone highlighted some of the sustainable rejuvenation projects Lafarge Tarmac have been involved with. The other two zones were Manufacturing and Construction. Here Lafarge Tarmac demonstrated, through project examples, their sustainable and innovative solutions. We created eight large light-box panels, which told the story behind each zone and in total, ten large photographic banners to give each zone a different look and feel.
Travelling exhibition stand
Events, such as LAMMA (the UK’s leading farm machinery equipment and service show) and BTME (Europe’s leading showcase for turf professionals and buyers), are a fantastic way for our client, Lafarge Tarmac, to showcase their products and to reach different industries directly.
Lafarge Tarmac offer a wide range of durable, versatile aggregates from sites across the country. Aggregates can be used in a variety of applications both above and below the surface. We often see aggregates used for decorative purposes; for landscaping, footpaths and driveways. But there are also many uses for aggregates underground, including in concrete and asphalt production, sub-base, capping and drainage systems.
Creative Triangle have developed a design concept for 13 exhibition panels which effectively illustrates the different applications of Lafarge Tarmac’s range of aggregates. The panels tell the story of each aggregate – how it’s made and it’s usages. Illustrations have been used to show how each type of aggregate could be applied to the industry, icons highlight the key features and benefits and large images with close-ups of the products demonstrate their properties. There are Perspex display boxes to showcase the products which complement the panels. The exhibition panels work as a travelling exhibition stand which can be used at industry events across the country.
Take a closer look…
Lafarge Aggregates and Concrete UK – part of Lafarge, world leaders in construction materials, wanted to promote the key features of their Readymix division’s concrete products within the building industry. So we designed a concept to be applied to a suite of adverts to go into various building and industrial magazines and online banners. Our design encouraged potential clients, through the use of strong imagery, to ‘take a closer look’ at each of the products’ key features and benefits including agility, aesthetics, versatility, permeability and strength. The adverts were so successful we also applied them to chocolate advent calendars for the festive season!
The Big Sports Recipe Book
When James, Angela, Steve and David (the Winning Recipe Team) from Lafarge Aggregates & Concrete UK took part in the Million Makers Challenge to raise money for The Prince’s Trust, we were happy to lend them a helping hand.
The team created a 112 page Big Sports Recipe Book featuring recipes from sports stars such as Jenson Button, Colin Jackson, Rebecca Adlington and Steven Gerrard. Proceeds from the sale of the book will be donated to The Prince’s Trust.
We donated our time, design and project management skills; designing and artworking the book. The design and layout needed to be appealing, smart and easy to follow. Steve Lea, from the Winning Recipe Team, said: “Lafarge is proud to support The Prince’s Trust, a charity which is changing young lives every day. We hope our recipe book, created with the expertise of Creative Triangle, will prove a success and help us raise valuable funds for The Prince’s Trust.”
If you want to find out which meals our sports personalities associate with winning or if you fancy cooking a few sporty dinners during the London 2012 Olympic and Paralympic Games then please buy ‘The Big Sports Recipe Book’ and help us raise money for The Prince’s Trust!
Click here to buy the book from Bene Factum Publishing (If you buy from Bene Factum and The Prince’s Trust will get more money!)
Or buy the book from Amazon
Following on from the success of Lafarge’s Fibonacci inspired, limited edition book, which we designed to support their stand at the 2011 Ecobuild exhibition; We were very excited to have been invited to work with them on this year’s Cool Concrete exhibition.
More than a year ago Lafarge decided to build a life-sized representation of a concrete home based on the famous Barcelona Pavillion by Ludwig Mies van der Rohe. The stand demonstrates a practical solution for sustainable housing and informs buyers of the range of innovative products and materials that are available from their aggregates and concrete, asphalt and cement divisions.
Lafarge built their Cool Concrete house by abiding to their 20 rules of sustainable construction. We had a huge task ahead of us designing the brand identity, a thank you and a spiral bound VIP sketchbook which was designed to aid in planning building work from concept to reality. The internal and external exhibition graphics for the stand along with promotional materials and postcards were also part of this exciting design brief.
With nearly two hundred individually designed graphic elements in the Cool Concrete home, we ensured a clear and consistent style throughout emphasising the 20 rules. We wanted customers to interact with the house and the sustainable materials it had been created with. We designed fun graphics to create interest and applied these onto blinds, cushions and chalkboards, along with vinyl wall graphics depicting furniture to help the customer to visualise a real home.
The project was designed, art worked, manufactured and installed in just over two weeks!
We were delighted to hear that Lafarge have won the award for most sustainable stand by the UK Green Building Council at Ecobuild.
Check out the link below to photographer Tristan Poyser’s time lapse video of the Lafarge Cool Concrete home building constructed.
Something more concrete…
The first edition of Lafarge Readmix’s quarterly internal newsletter needed to enthuse and inspire and Creative Triangle, having a vast amount of experience in designing newsletters and magazines, were straight on the job! The aim of having a newsletter dedicated to the Readmix sector of Lafarge was to encourage the nationwide teams to share stories and connect with each other.
We created a template for the newsletter that was both readable and exciting. We balanced the longer feature stories with shorter ‘Did you know…?’ snippets and images for accessibility – even if the reader only had time to skim read the newsletter they would still be able to absorb some of the content.
The newsletter has just been sent out to over 400 of Lafarge’s staff and we are looking forward to the next one!
A journey of discovery
We were recently commissioned by Lafarge, to design and print a limited edition book to compliment their stand at this year’s EcoBuild event. Lafarge built a spiral sculpture, made from sustainable construction materials, based on the Fibonacci sequence. The unique book, ‘A journey of discovery’, was written and designed to illustrate the power of the Fibonacci sequence and how this relates everything we do back to nature.
Through the use of beautiful images, delicate graphics and emotive copy lines we created a striking and enticing book which accentuates the significance of sustainability to Lafarge. We layered graphics over images of natural scenery to emphasise how the Fibonacci pattern is at the core of nature.
As sustainability was key to this project, the book has been printed on 100% recycled uncoated paper. The covers are made of unlined grey board, chosen to emulate the materials used within the spiral sculpture. The title of the book has been crushed into the grey board cover – subtle and tactile, giving emphasis to the book’s central topic; nature.
To emphasise the uniqueness of the each book we personalised every one by stamping it with its own number, from the Fibonacci sequence of course! To finish the book, we added a wrap around cover – hinting at the contents and pulling the variety of imagery together.
As well as the book, we designed promotional event material such as invites, graphic panels, seating plans and table cloths.
The client was delighted with the final book, referring to it as a “stunning keepsake, part of EcoBuild history”.
New client – Lafarge
Last week we successfully pitched to a new client…world leaders in building materials, Lafarge. We are over the moon to be working with Lafarge on such an exciting and prestigious project. We won this project due to our competitive price, friendly approach, creativity and also the fact that we are able to turn this project around in line with their tight deadlines.
Watch this space for more information about this project…it is going to be an inspiring one!