Innova by Etex

Overview 

Innova is a fibre cement brand within global building materials leader Etex.

Known for durable, versatile products tailored to the Australian and New Zealand markets, the brand had strong potential but low recognition. With the category dominated by a single heritage brand, Innova needed a new identity that would unite internal teams, inspire confidence in architects and builders, and stand out in a crowded construction landscape. Our role was to transform Innova into a confident challenger brand built on the idea of progress and change.

Challenge 

A single heritage brand dominates the fibre cement sheeting category.

So how does a relatively unknown challenger like Innova build its reputation? Backed by global powerhouse Etex, Innova had the know-how, service and product range to help create houses and buildings that stand out. It was up to us to make sure the brand did too.

Solution

We began by listening to stakeholders across the industry. One fact came through strongly: with little competition, prices remained high and the market lacked real choice. This insight shaped a new brand platform built on the concept of change.

We channelled a bold spirit that positioned Innova as the people’s champion. The new wordmark is confident and strong, supported by a design system that gives the brand a distinct energy across every touchpoint. The Innova Rays became a signature device symbolising progress and momentum, reinforced by a vibrant palette and challenger tone of voice.

The result is a brand that feels modern, human and dynamic. A new challenger was born, and with it comes the change architects, builders, suppliers and homeowners had been waiting for.