More Than A Little Green

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One of the most important things about any brand communications program is consistency. Cornerstone’s work to launch the GreenGlass brand of fiberglass-faced gypsum products is a good example of this principle.


Documented in a recently published electronic brochure, our development of a fully integrated communications program to introduce and establish the product’s “Tough as Expected, Green as it Gets” brand distinction is illustrated with many examples.

This year-long campaign incorporates a consistent primary message of high performance and high recycled content through all its visual and verbal components. Whether that includes traditional media like print, direct mail and trade show displays or newer tools like online web banners, opt-in email and streaming video.

The most ambitious communications program to date for any Temple-Inland gypsum product launch, awareness generated by this campaign has been strong. Not only did it qualify as one of the top 100 most requested products for the year in Architectural Products, a publication featuring thousands of new products, but several months into the launch the industry's long-standing market leader adjusted production to meet the requests for greener options in their own product line.

Review our GreenGlass campaign brochure for yourself.

To talk to someone about developing a similar campaign for your brand, contact us today by e-mail or phone, 903-534-5220.