Shifting Brand Perceptions for James Hardie

Helping transition from being a provider of functional siding products to a partner delivering endless design possibilities


James Hardie has a broad marketing strategy to shift its brand perception from a provider of functional siding products to delivering endless design possibilities and making dream homes possible for homeowners. For International Builders’ Show, we were invited to bring to life this ambition through showcasing their new innovative product line, the Hardie Architectural Collection.


We conceived, designed and delivered the “New Neighborhood of Possibilities'' - a premium, immersive and interactive experience that invited builders to see James Hardie through the eyes of the homeowner.

Anchored by four bespoke and architecturally trending home structures - Modern, Contemporary, Transitional and Traditional - the 7,200 sq ft space spotlit their newest innovations and the brand’s vision of the future of home siding.

Every surface of the four structures acted as a large-scale, tactile product education moment: product cutouts, display kiosks, and two large-scale installations that exhibited both James Hardie’s best-in-class construction techniques and their extensive collection of color offerings. Beyond the tactile moments, tech-forward demos like augmented reality and consumer testimonial videos continued to thread the brand’s narrative of endless design possibilities with durability, lasting beauty, sustainability and innovation. Practical needs like private meeting rooms for sales and marketing teams were designed into one of the structures to ensure that valuable conversations could take place away from a busy show floor.

Shifting Brand Perceptions for James Hardie
No items found.


James Hardie’s Hardie™ Architectural Collection received an award from NAHB, being honored with the Gold Global Innovation award during the show.

  • James Hardie captured 1,003 leads from the pure foot traffic in the booth across the three show days - doubling their leads per capita in comparison to previous show activations.  
  • The Earned Media program surpassed all KPI metrics and generated one of the highest Share of Voice measurements for James Hardie at NAHB International Builders Show to date.
  • Total Media Impressions: 204MM
  • Earned Media Placements: 33
  • Broadcast TV Impressions: 699k,
  • Digital Impressions: 203MM
  • Print Impressions: 263k
  • Social Media Audience: 598k
  • Social Reach: up 97% during show days.

@mrbeast I'm glad he didn't pass out 😅 Thanks @Shopify for this crazy experience! Hope those of you that went had a good time! #heist #money ♬ original sound - MrBeast

Related Posts

No items found.
No items found.