Marque gives Nu Wall a new look

Marque has developed a new visual identity and brand experience for New Zealand aluminium cladding company Nu Wall.

Nu Wall had built a strong reputation for durability, technical performance and design flexibility, but its largely functional, product-led brand left much of aluminium’s architectural potential unexplored.

The business saw a bigger opportunity: to unlock that potential and shape New Zealand’s architectural landscape in new ways.

Central to that ambition was the belief that aluminium deserves a different conversation – one that looks beyond product attributes to the enduring value the material can create.

Beyond longevity

Jessica Baird, marketing manager at Nu Wall, saw an opportunity to connect the longevity of the material with a broader architectural story.

“New Zealand architecture is rich in creativity, exploration and innovation, shaped by our landscapes, our way of life and a strong sense of place,” she says.

“We wanted to tap into the heart of that and consider how the material choices we make today can help create places that will be lived in, experienced and enjoyed for generations.”

More emotion, humanity and heart

Marque brought a distinctive creative voice to that ambition, retaining Nu Wall’s technical credibility while giving the brand greater emotion, humanity and heart.

Lezlie Mearns, Marque creative director, says: “What excited us was the tension between technical performance and creative possibility, and finding the human story that connected the two.

“That became a rich space for the brand to occupy and a way to expand the role aluminium could play in the architectural conversation.”

The resulting brand platform brings those dimensions together: Built to last. Designed for life.

The broader story

‘Built to last’ speaks to aluminium’s inherent longevity and more than three decades of proven performance in New Zealand conditions.

‘Designed for life’ looks beyond the material to what that longevity enables: less maintenance, enduring value, greater creative freedom and places that can be enjoyed for generations.

Four brand pillars – built to perform, designed to inspire, locally sourced and enjoyed for generations – connect the product’s strengths with the value it creates. Together, they reflect how it performs, what it makes possible, where it comes from and, ultimately, the people at its heart.

For Marque, these ideas became the creative springboard for a brand experience that goes beyond conventional building-product marketing, putting the human experience of architecture into focus.

Architecture as part of life

Coastal. Forest. Urban. Alpine. These four environments show how Nu Wall’s products perform in different settings and provide a creative framework for exploring how architecture responds to its surroundings.

“Each environment has its own light, texture and atmosphere,” says Mearns. “That gave us a way to connect technical performance with something much more human.”

Marque brought each environment to life through colour, art direction and a suite of original photography and film.

Rather than presenting buildings simply as product demonstrations, the imagery shows architecture as part of life: shaped by its surroundings, experienced by people and changing with light, weather and time.

Cohesive and consistent

The new website extends that thinking into the digital experience, inviting professionals and homeowners to explore aluminium through the lens of architecture, place, performance, materiality and life, says Marque.

Meanwhile, the brand experience now spans architectural and technical collateral, digital communications, photography, film, social media, events, exhibitions and physical environments.

Baird says: “For the first time, the brand captures not only what we make, but why it matters – connecting the material to the places, experiences and lives it can help shape.”

Mearns adds: “The difference between explaining a product and building a brand is what you leave people imagining. A great brand can make the familiar feel full of possibility once more.”

The post Marque gives Nu Wall a new look appeared first on stoppress.co.nz.