Cutting shapes: Tile Warehouse and Publicis Mojo bring new, very literal meaning to 'brand architecture'

  • Marketing
  • August 8, 2012
  • StopPress Team
Cutting shapes: Tile Warehouse and Publicis Mojo bring new, very literal meaning to 'brand architecture'

Tile Warehouse opened its doors in 1989 with two staff and a forklift. 23 years later the company has over 100 staff, 28 stores around the country and now a shiny new brand courtesy of Publicis Mojo to "celebrate being New Zealand’s market leader".

Marketing manager Anna Williams says the rebrand incorporates architectural design, both with the colours chosen and the use of a ‘tangram’, a dissection puzzle that originated in China and consists of seven shapes. When these shapes are put together they create a picture, just as "our tiles complete the picture in bathrooms, kitchens, living areas and outdoor spaces". 

http://www.youtube.com/watch?v=M7QKCkXWKV0"Like a tangram, our ‘dog’ changes into different designs which are analogous to the role a tile supplier plays in helping our clients," she says. "The pose of dog suggests attentiveness and service, which we know are key attributes of a preferred retailer. We think it’s a good metaphor for the service we believe is deserved ... Our by-line, 'Innovate, Renovate, Elevate', seeks to illustrate the positive forward-thinking attitude of our company." 

Over the past 23 years, Tile Warehouse has expanded its services to include dedicated architectural services teams across its stores and embarked on a joint venture with Architectural Stone, which has added a high-end range of benchtops to complement the tile range.

Credits:

Ad Agency: Publicis Mojo

Creative Director: Lachlan McPherson

Account Service: Kay Boyle, Kathryn Purchase

TV Producer: Liz Garneau

Animation: Flux Animation

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Freeview broadens its service, offers access to on-demand

  • July 1, 2015
  • Holly Bagge
Freeview broadens its service, offers access to on-demand

Far gone are the days where we got to the best point in our television show only to hear “cccsssshhhh” and see our screens produce an unnerving display of black and white fuzz as we frantically wrestled our bunny ear aerials into the most awkward and weird positions to get the picture back (only to have missed the best part). Luckily this hasn’t been a problem for a while, and our options for viewing television are always getting better, and today Freeview announced the launch of its new digital TV platform, FreeviewPlus, which allows Kiwis with the right technology to access on-demand video on new smart televisions.

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