Challenge

For USG Boral -  a leading building materials supplier, they wanted to create a brand for an entirely new market segment – the builders in SEA. End customers like homeowners, builders and designers place premium quality as well as creative inspiration and speed as utmost importance.

Approach

The new brand unified the fragmented plasterboards category across South East Asia. Crafting a new name for regional builders/artist as a choice of quality and strength. With the core idea that USG Boral matches these needs with a strong ethos and expert craftsmanship, the name “Easi” alludes to a relationship that both builders and end customers seek. 

The need for consistency, productivity and quality. Whether they are residential, office or commercial projects, your builders can now deliver quality work easily.