Gaco

Gaco built its reputation on roof coatings. We helped them roll out something new.

When Holcim Building Envelope (HBE) acquired 10 new brands from a competitor, integrating them into its expanding portfolio required some planning. Understanding the risks and opportunities associated with change was critical, so the leadership team asked PUSH 22 to help them consider their options.

Strategy from the ground up.
We took a deep dive, including one-on-one interviews with key internal stakeholders, distributors and customers, to understand the real equity in each brand and how customers might respond to change. Our recommendation: simplify the experience for customers and distributors by rolling most of the new products into HBE’s Gaco brand and expanding the Gaco portfolio to encompass adhesives, sealants and coatings for every level of the building envelope.

Gaco spent its first 70+ years building a reputation as a trusted name in roof restoration and coatings, so our transformation strategy focused on two key goals. First, shift perceptions of Gaco from roofing products to building-envelope solutions. Second, reassure customers that while the names were changing, the products and performance they’d always counted on were not.

Gaco | From the Ground Up Formulating Success

Shifting perceptions started with a new logo, which featured three stacked layers representing the brand’s expanded portfolio. The logo formed the heart of a ‘Gaco-first’ identity system encompassing seven product categories: roofing, decking, waterproofing, flooring, sealants, adhesives and industrial products.

New look. Same trusted performance.
Product packaging was another important (and high-profile) change, since it was the first experience many customers would have with the new brands. To help make the transition a seamless one, we worked closely with the Gaco product and compliance teams to ensure each package accommodated the legal and regulatory requirements associated with their products.

All the tools for the job.
With brand foundations in place, we set to work creating a toolbox of branded sales, marketing and digital assets. From transitional talking points to sales collateral and wearables, from social and web templates to event spaces and CRM, we helped build the new Gaco brand ‘from the ground up’.

“After months of hard work, collaboration and strategic planning, our brand now reflects the full  scope of what we offer. We’re excited for what’s ahead and proud to be positioned for the future.”

MAGGIE RASMUSSEN

Brand Manager, Gaco

“The campaign received very positive feedback from both our internal teams and customers—and this recognition is a testament to its impact and success. Thank you for being such great partners in bringing this to life.”