This manufacturer of premium exterior cladding and trim products wanted to take the lead in the market by developing a catalog, reminiscent of high-end home magazines, that would capture the attention of prospects. Up against the industry’s gold standard of natural cedar, LSHD focused on the products’ attributes as the key differentiator. They offer the dimensional beauty and historic profile of cedar, but with the unparalleled durability and rich, lasting color of cellular PVC, which led to the insight that NuCedar doesn’t compete against cedar—it outperforms it. As a result, we positioned NuCedar as an entirely new category of exterior cladding, delivering a lifetime of effortless beauty.