Siplast, a premium building enclosure product manufacturer and part of Standard Industries, is trusted for roofing, waterproofing, and air barrier systems that safeguard some of the world’s most important structures. Despite this reputation, the company’s marketing message did not fully capture the expertise and impact behind its products.
At trade shows, where differentiation is critical, Siplast’s message often blended into a crowded landscape of technical details. The team needed a way to quickly convey what set their products apart, capture attention on the floor, and spark meaningful conversations with architects, engineers, consultants, and building owners. Partnering with UpSpring, Siplast set out to change the narrative with “Iconic Protection,” a campaign positioning the brand as the trusted choice behind architectural landmarks like the Empire State Building and the Seattle Space Needle.
UpSpring worked with Siplast to transform its trade show presence into a bold, story-driven experience. At the International Institute of Building Enclosure Consultants (IIBEC), the “Iconic Protection” campaign debuted with striking imagery of architectural landmarks, paired with Siplast’s brand colors to create a commanding presence on the show floor. Large-scale graphics stopped attendees in their tracks and sparked new conversations about Siplast’s role in protecting the world’s most recognizable structures.
The campaign was built as a holistic experience that connected every touchpoint. An interactive 3D model gave visitors a hands-on way to explore how Siplast products work together to enclose and protect a building. The story carried through with full-page ads, digital ad units, and sponsored placements in the Building Enclosure publication, reinforcing the message before, during, and after the show. Event invites, email graphics, and networking collateral ensured conversations didn’t stop at the booth. PR coverage and award recognition amplified the campaign further, creating a consistent presence across channels. Together, these elements reinforced a single narrative: Siplast is the trusted partner for projects where protection cannot fail.
Attendees responded with curiosity and recognition, creating stronger sales opportunities and deeper conversations. Internally, employees embraced the campaign as an authentic reflection of the company’s value. What began as a trade show strategy quickly evolved into a lasting brand platform that continues to differentiate Siplast and drive new business.
.avif){kind=logo}
.avif)