AdvanTech X-Factor

CASE STUDY

Name and develop primary go-to market and evergreen positioning for Huber Engineered Wood’s new premium subflooring product without undermining existing product families.
Premium custom builders self-identity as going the extra mile and want to see their uncompromising values reflected in their product choices.
A modern, simple visual with straightforward messaging that acknowledges Huber’s category-creating legacy and celebrates continued innovation.

TAGLINE

Go beyond.

TONE

Confident – Trustworthy – Innovative – Bold – Rugged, yet Refined

BRAND NARRATIVE

First we went above. Now we go beyond. Meet AdvanTech X-Factor. Built on AdvanTech’s tradition of quality innovation, AdvanTech X-Factor has the distinction of giving reputable builders a brand-new edge. That’s because AdvanTech X-Factor panels feature an innovative fade-resistant, weather-resistive top layer that further elevates moisture protection and durability while still delivering on the strength and stiffness you expect from an AdvanTech panel. Plus, X-Factor’s distinctive premium surface is marker friendly and easy to clean, so you can maintain the perfect first impression throughout the entire build. Because it’s not just your jobsite. It’s what truly sets you apart.