Icynene was looking for a brand message that would appeal to two target audiences; builders and architects. Traditionally, they made a case for their spray foam insulation based on technical product benefits. However, we saw the opportunity to tap into the emotion that comes with building or renovating a beautiful home or commercial space where people can both function and flourish. There was also an opportunity to appeal to the consumer directly, which they had never done before. With this insight, we refreshed their look and feel with three distinct, integrated campaigns that led with emotion and were supported with rational product features and benefits. The multi-channel campaigns were delivered through digital, print, radio and direct mail.