Playing with fire!

brand strategy / storytelling / brand identity / website

Flamefix

sustainable wood protection

Houtex, a timber trading company, approached us to develop a brand for their latest wood impregnation product. This product is 100% biodegradable, made in the Netherlands, and opens up new possibilities within the construction industry. Flamefix is the first fully biodegradable impregnation product that protects wood not only against fire but also against wood rot. Our mission is to ensure that Flamefix becomes top of mind for architects, developers, and builders.

Flamefix

sustainable wood protection

Creative smart solution

the strategy

During several workshops, Houtex expressed a strong preference for retaining the name Flamefix. The challenge was that this name was also used by the supplier who had sold the patent. The older version of Flamefix was primarily suited for indoor applications, while the new Flamefix offers significant advantages for outdoor use. To clarify the positioning, we decided to differentiate the Flamefix products by clearly labeling them for their respective applications.
From the storytelling workshop, we extracted and rewrote the Flamefix narrative to align with the new positioning. This narrative then served as the foundation for further communication and translations. With a powerful vision of a truly greener world, where sustainable building materials are the standard, their mission is to convince everyone of this and make it accessible to all.

the strategy

de strategie

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We’ve fixed it!

creative concept

From a strategic positioning standpoint, we chose a creative concept that seamlessly aligns with both Houtex as a company and Flamefix as a product. Flamefix was developed through years of research, and we leveraged this in our creative concept. The idea revolves around the word ‘Fix,’ emphasizing that Houtex has indeed fixed it! Sustainable wood impregnation! It's groundbreaking, certainly, but also fitting with the down-to-earth perspective of this remarkable company. We used the ‘X’ as a checkmark, symbolising the completion of everything Flamefix fixes!

creatief concept

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Building a sustainable future

the impact

Flamefix is currently the only product on the market that not only significantly slows the ignition of wood but also triples its durability, regardless of the type of wood used. Houtex already had an excellent product, but the introduction of the Flamefix brand gives it the recognition it deserves. Sustainable and ecological wood impregnation, making it a reliable choice for a new generation of builders. Faster and cleaner construction with wood is the future, and Flamefix can make a substantial difference in achieving this.

de impact

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