We dressed the brand to speak to the person who decides which materials make it into the project: the architect.We dressed the brand to speak to the person who decides which materials make it into the project: the architect.
Grupo Tenerife
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Details
Client
Grupo Tenerife (in-house)
Year
2024–2025
Industry
Architecture
Services
Branding
Website
Art direction
Website
Brand strategy
The architect was the gatekeeper.The architect was the gatekeeper.
The architect was the gatekeeper.The architect was the gatekeeper.
The end client was an important part of the funnel, but everything flowed from the architect: their recommendations and the materials they specified in the design. Why talk to them first? Because if a material isn't in the project, the end client never gets to choose it. So we stopped thinking about selling right away and started thinking about how to bring architects into the brand.
(What we did)
Architects and designers as the ideal client
Relationship before the sale
A funnel that starts with whoever specifies
Differentiation through exclusive materials
Verbal identity
Giving them a place in our own channels.Giving them a place in our own channels.
Giving them a place in our own channels.Giving them a place in our own channels.
We didn't talk about ourselves; we talked about them. We opened up space on social media, the website, email and press to feature architects and designers, especially up-and-coming ones, so they could show more and more of their work. We paid for some of them to be published in major magazines and sponsored books they wrote. It wasn't a campaign. It was a collaboration.
(What we did)
Architects and designers across social, web and email
A platform for emerging talent
Features in architecture magazines
Book sponsorships
Visual identity
An increasingly architectural brand.An increasingly architectural brand.
An increasingly architectural brand.An increasingly architectural brand.
The way we communicated changed with the audience. The brand started to look and sound more architectural: more technical, more precise, with the materials as the stars. If nobody else has these materials, it has to show in every image.
(What we did)
Architectural visual language
Materials as the stars
Technical yet accessible tone
Visible quality in every piece
Art direction
A website that works, not a showcase.A website that works, not a showcase.
A website that works, not a showcase.A website that works, not a showcase.
We rebuilt the website from scratch with high-quality imagery. It wasn't there to show off the catalog; it was a tool, so architects could use the materials in their renders, learn about each one and find the technical information without having to ask for it.
(What we did)
Website built from scratch
High-quality material photography
Render-ready resources
Accessible technical information
Keep going to see the next project
Strap Tech
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![](data:image/svg+xml,<svg display="block" id="1838479407" role="presentation" viewBox="0 0 29 44" xmlns="http://www.w3.org/2000/svg"><path d="M 15.641 44 L 15.338 44 C 14.334 41.218 13.319 38.403 13.319 38.403 C 12.66 36.555 12.339 35.696 11.302 35.696 C 10.247 35.696 9.983 36.667 9.38 38.441 C 9.38 38.441 8.42 41.235 7.472 44 L 0 44 L 0 0 L 29 0 L 29 44 L 22.114 44 C 21.205 42.261 20.082 40.577 18.022 40.508 C 16.566 40.459 15.806 42.313 15.641 44 Z M 20.385 44 L 15.969 44 C 16.18 42.577 16.807 41.344 17.765 41.373 C 18.871 41.407 19.784 42.825 20.385 44 Z M 24.837 2.727 C 24.052 2.727 23.414 3.358 23.414 4.136 C 23.414 4.914 24.052 5.545 24.837 5.545 C 25.622 5.545 26.259 4.914 26.259 4.136 C 26.259 3.358 25.622 2.727 24.837 2.727 Z M 11.359 38.403 L 13.376 43.987 L 7.759 43.987 L 9.663 38.441 C 9.832 37.918 10.04 37.227 10.549 37.227 C 11.057 37.227 11.189 37.918 11.359 38.403 Z" fill="rgb(0, 0, 0)" height="43.99999903053169px" id="s0kMxaNGS" width="29px"/></svg>)
We dressed the brand to speak to the person who decides which materials make it into the project: the architect.We dressed the brand to speak to the person who decides which materials make it into the project: the architect.
Grupo Tenerife
-
Details
Client
Grupo Tenerife (in-house)
Year
2024–2025
Industry
Architecture
Services
Branding
Website
Art direction
Website
Brand strategy
The architect was the gatekeeper.The architect was the gatekeeper.
The end client was an important part of the funnel, but everything flowed from the architect: their recommendations and the materials they specified in the design. Why talk to them first? Because if a material isn't in the project, the end client never gets to choose it. So we stopped thinking about selling right away and started thinking about how to bring architects into the brand.
(What we did)
Architects and designers as the ideal client
Relationship before the sale
A funnel that starts with whoever specifies
Differentiation through exclusive materials
Verbal identity
Giving them a place in our own channels.Giving them a place in our own channels.
We didn't talk about ourselves; we talked about them. We opened up space on social media, the website, email and press to feature architects and designers, especially up-and-coming ones, so they could show more and more of their work. We paid for some of them to be published in major magazines and sponsored books they wrote. It wasn't a campaign. It was a collaboration.
(What we did)
Architects and designers across social, web and email
A platform for emerging talent
Features in architecture magazines
Book sponsorships
Visual identity
An increasingly architectural brand.An increasingly architectural brand.
The way we communicated changed with the audience. The brand started to look and sound more architectural: more technical, more precise, with the materials as the stars. If nobody else has these materials, it has to show in every image.
(What we did)
Architectural visual language
Materials as the stars
Technical yet accessible tone
Visible quality in every piece
Art direction
A website that works, not a showcase.A website that works, not a showcase.
We rebuilt the website from scratch with high-quality imagery. It wasn't there to show off the catalog; it was a tool, so architects could use the materials in their renders, learn about each one and find the technical information without having to ask for it.
(What we did)
Website built from scratch
High-quality material photography
Render-ready resources
Accessible technical information
Keep going to see the next project
Strap Tech
-