Hanson Brick

Background

In 2006, Hanson Brick, a UK-based building material manufacturer, unveiled a new advertising campaign for its U.S. division. Unlike typical brick branding campaigns, the visuals in Hanson’s advertisements didn't include brick structures but instead used fashion to position the company as a personal style brand.

The series of print advertisements, called “Fashionable Neighborhoods”, used brick-patterned fabrics on a sofa, a jacket, an umbrella and a scarf. The campaign’s tagline reads, “It also covers the most fashionable neighborhoods”.

“When architects and builders hear ‘fashion’ or ‘selection’ or ‘choice’, we want them to think of Hanson Brick before any other brand,” said Kathleen Jonila, director of marketing for Hanson Brick and Tile, headquartered in Charlotte, N.C. “The Hanson brand represents the ability of our customers to create their own personal styles in homes or buildings, much like people reflect their styles when they buy clothes or accessories.

”The campaign, developed by Atlanta-based STEELE+, appeared in architecture and builder publications throughout the U.S. and Canada in September 2006. Shot on location in Atlanta, two advertisements show women wearing fashionable brick-print attire and accessories, while a third shows a chic woman posed on a brick-print fabric sofa.

Project

The advertisement featured a chic woman in a brick coat. The concept art defined the style and fit of the garment as well as the overall theme and atmosphere for the finished image: chic, clean, urban and modern.

The fabric was designed and printed by the client. The coat was designed, and the patterns were drafted by SMP Designs based on the provided concept art. The cutting and construction of the coat proved a challenge due to the angle of the brick print, and great care was taken to match the print across the opening down the front, the fall of the sleeves and the lay of the collar. Two coats were produced – one to be sent to the print shoot and one to be displayed on a mannequin in the Hanson Brick booth for trade shows and events.