Cre8 Joinery Solutions has carved out a niche in the interior fit-out market, consistently delivering highly bespoke, high-quality projects, the team is passionate about creating exceptional interiors. Material choice is integral to the success of each project, so we created the Materials Matter campaign to celebrate the breadth of different materials and finishes the team works with.
The Materials Matter campaign gave us a platform to showcase how Cre8 selects and works with high-spec materials, while engaging with its target audience s of specifiers, architects, and interior designers, reaching both new and existing clients. It gave us the opportunity to break down the individual elements of a project and the materials that made it, rather than focusing on a project as a whole.
We established several strands to bring the Materials Matter concept to life. The idea was to show the material in high definition detail, highlighting texture, design, and finish, and to tell a mini-story of its use. Central to the campaign were a series of short videos, each focusing on specific materials used in a Cre8 project (for example, ash veneer, charred timber cladding, hand-stitched leather, liquid metal coatings) which our in-house animation team created. We opted to create a series of short animated videos as the main format because we knew they would stand out against the day-to-day content to create high engagement and would provide a clear way to show texture and detail of different materials more effectively.
A consistent look and message across all their channels ensured the campaign felt unified, positioning Materials Matter as the campaign hook. We paired the videos with supporting social posts across LinkedIn, Instagram, and Pinterest to reinforce the message and broaden reach. It was really important to create assets with a high quality design-led appearance to mirror the messaging behind the campaign.
To add weight to the story and demonstrate how Cre8 works with clients to develop projects at the design stage, we recommended a three-part blog series on Cre8’s website. These blogs build credibility and help with SEO. Each blog explored how material decisions shaped outcomes in projects and reflected on lifecycle, performance, and sustainability as well as highlighting the ways in which Cre8 supports its clients at every stage of a project.
We also repurposed the blogs for LinkedIn articles. These extended Cre8’s reach, improved visibility through search, and offered a cost-effective way to engage with potential clients – communicating one of Cre8’s key messages and positioning the team as experts in interior fit-outs.
All content, including videos, posts, articles, and blogs, are centred on the Materials Matter theme. This made the campaign cohesive and ensured the idea became a recognisable thread rather than a one-off campaign.
On social, we targeted architects, interior designers, and developers through organic and paid activity. The campaign delivered strong results:
“Materials Matter gave us a fresh way to showcase our work. It wasn’t just about showing finished projects; it let us highlight the craftsmanship and thinking behind every detail. Client feedback was overwhelmingly positive, with praise for how the content showcased Cre8’s craftsmanship in a fresh, authentic way.” Ben Langham, Cre8 Joinery