How New Zealand’s Oldest Brick and Roofing Manufacturer Went From “Boring” to Back on Top
Monier Bricks & Roofing
Client: Louise Farac, Marketing Manager, Monier Bricks & Roofing
Industry: Manufacturing – Bricks & Roofing Products
Business Size: Team of 657 people. New Zealand’s largest and oldest manufacturer of brick building products (established 1862) and concrete roof tiles (since the 1940s)
The Problem
Monier had history. They had legacy. They had been market leaders for decades. But they’d lost their way.
Here’s what was happening:
- Customers perceived bricks as lifeless, boring, and what you’d see on soulless subdivisions throughout the country
- Their respective bricks and roofing brands were confusing to customers
- The previous management team had benched their marketing activities for many years, believing their solid history and market leadership made them untouchable
- Competitors with large advertising budgets were crushing them
- They were falling lower and lower on people’s shopping lists
- Their sales were in the toilet.
What was at stake?
Everything.
This decision to stop marketing cost them an unimaginable amount of money. They were getting crucified by competitors and losing market share fast.
They needed to merge the brands into a single entity—Monier Bricks & Roofing —and completely relaunch.
The mission? Make bricks sexy, not boring. Increase sales. Regain lost market share.
What Made The Difference?
After a strategic review of the business, customers, and market, I discovered something important:
Bricks had come a long way.
House designs using bricks and roof tiles were now limited purely by imagination.
But Monier wasn’t speaking regularly to their diverse nationwide audiences—direct customers building new homes, architects, group building companies, and builders.
They needed to properly engage their customers, in their language, where they hung out, online and offline.
The key insight:
Monier wasn’t just selling bricks and roof tiles. They were offering “The Natural Choice for Sustainable Style”.
That became the foundation of everything.
Why Monier was my perfect client:
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They had a solid history and legacy to build on
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They recognised the need for change and were ready to invest
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They gave me access to the business, the customers, and the market
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They were willing to trust the process and take bold steps
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We vibed together well.
And that made all the difference.
The Solution
What We Did
This was a complete transformation. From strategy to execution, we rebuilt Monier from the ground up.
Phase 1: Research & Discovery
- Researched Monier, their clients, competitors, and industry
- Identified key audience groups and their needs
Phase 2: Brand Strategy Upgrade
Upgraded their existing brand strategy for a more modern and relevant take on their business, including:
- New Values
- New Positioning
- Personality
- Key Messages
- Brand Story
- Brand Expression.
The Big Idea
“The Natural Choice for Sustainable Style.”
This positioning and tagline made a significant and positive impact with all of Monier’s audiences taking notice for the first time in a long while.
Phase 3: Visual Identity
- Created a new logo and lockup
- Developed a new style guide for printed and digital materials
- Designed new brochures in a minimalist, clean style to allow the products to shine.
Phase 4: Marketing Strategy & Execution
- Developed a new marketing strategy and relaunched the brand
- Created sample brick packs which were sent with new brochures to key customers, prospects, and interested parties
- Backed it all with a print and online advertising campaign for greater awareness and direct sales.
Phase 5: Website Architecture & Development
- Created website architecture that would encourage sign-ups and keep people inside Monier’s ecosystem
- Built a new eCommerce website where brochures and sample packs could be ordered
- Wrote blog posts and authority articles for the new website launch and ongoing knowledge sharing and education.
Phase 6: Product Visualiser Tool (A First for New Zealand)
- Developed a product visualiser tool over a 9-month period—a first of its kind for New Zealand
- Presented two different house styles where visitors could select one and begin to create the look they desired using the entire bricks and roof tiles product ranges
- Computer-generated their products in a realistic style across various screen sizes
- Made it easier to represent their products and get people excited.
Phase 7: Product Development & Naming
- Recommended new brick ranges to appeal to different audiences
- Created the Monier Metro range —sleek, unlike any other brick, designed to create many different looks and design creations
- Named four new colours for the Metro range
- Suggested Monier create new roof tiles that incorporated solar panels (later taken onboard and launched).
The Transformation
Back on Track:
Monier was back on the radar with a huge increase in buyer enquiry from all their audience groups.
Product Success:
Their new brick range was selling incredibly well — so well that they:
- Purchased their biggest competitors
- Created a joint partnership with their next leading competitor.
Website & Digital Success:
- Enquiries from their website increased 12-fold
- After launching their new visualiser tool, Monier had 322 new houses saved within the system in the first month
- More than half of those resulted in customer quote requests and sales.
Sales Growth:
Sales increased significantly across the board.
Internal Impact:
The team’s morale at Monier lifted considerably. They were recharged and excited by the new developments and how they looked and were now performing in the marketplace.
Market Position:
Monier had a good history and was able to build on that by showing the market they had shifted their thinking and approach.
They were now a very different company—and it resonated with their customers.
What Louise Said:
“Will’s integrity is outstanding.
I absolutely appreciate Will and his team’s commitment to delivering on our projects, which they always do with passion, talent and an exceptional level of courtesy.”
The Lesson
This is what’s possible when a once-market leader recognises the need for change, trusts the strategic process, and commits to doing the work—even when sales are in the toilet and competitors are crushing them.
Monier didn’t just get a new website and some new products and a redesigned brand and system. They got clarity, confidence, and a complete transformation that put them back on top.
Ready to Work With a Brand Strategist Who Understands Manufacturing & Market Turnarounds?
Whether you need an overhaul of your messaging, a single landing page, or a complete brand strategy, book a 15-minute call and let’s see if we’re a good fit. No pressure. No sales pitch. Just a conversation about your business and whether I’m the right person to help you.
