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Targeting architects from every direction

Formawall® Graphix Series Campaign

CENTRIA’s premier insulated metal wall system might only require a single component to achieve outstanding thermal efficiency and moisture control. But the marketing strategy and implementation required to unveil its latest innovations required much more than a single component.

CENTRIA recently debuted its Formawall® Graphix Series™ insulated metal wall panels with Directional Reveals—an expansion of its Formawall® Graphix Series™ line that added unprecedented reveal options to its panels.

To architects, the benefits were obvious. Using a single insulated panel, they could design what looks like up to 24 smaller panels, each with its own reveal and color. The reveals could also be positioned horizontally or vertically, affording architects even more freedom and ambition in their design.

For Pipitone Group and CENTRIA, generating awareness around such an exciting product had significant challenges. Architects are famously imaginative, intelligent and savvy—so inventive, memorable creative was a must. Formawall® insulated metal panel systems had also been around since 1999 and had built a reputation for advanced thermal and moisture protection. How could CENTRIA ensure that the design freedom that Formawall® Graphix SeriesTM with Directional Reveals, well, reveal, don’t distract from Formawall® insulated metal panel systems’ high performance reputation?

Our Innovation. Your Inspiration.

The solution was an integrated marketing effort that was just as multidimensional as the product. Print and digital ads showcased the unique aesthetic of the product.

Gated Content

These ads drove architects to a landing page where they could enter their information to receive an elegant new product catalog.

Capturing an Aesthetic

The catalog captured the essence of the product through a visual representation of the Reveal concept itself—the blending of lines and shapes to create something innovative.

The Teaser

Pipitone also developed a direct mail campaign to generate buzz from both architects and the media at the AIA Convention in Chicago, where the product was introduced for the first time.

Center of Attention

CENTRIA garnered significant coverage and interest from the media on the new product. More than a dozen articles were placed featuring the new product, and CENTRIA hosted over 15 journalists from varying trade publications at the AIA Convention to learn more.


For this innovative product launch, each element built upon the others. The Formawall® Graphix Series™ landing page generated a 2.23% conversion rate. CENTRIA’s presence at AIA garnered 200 total sales leads, with the Formawall® Graphix Series™ with Directional Reveals Product line accounting for 40% of those leads. Square footage sales prospects for the Graphix Series™ product line project toward the millions, and the product has been specified on a dozen projects since the product launch. For a product with multifaceted benefits, only a multifaceted plan could do it justice.

Pipitone Group 3933 Perrysville Avenue
Pittsburgh, PA 15214-1735


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