Senior Architectural Systems is one of our longest standing clients and with a proven track record of embracing innovation and best practice. That’s why we were excited when the leading aluminium fenestration manufacturer approached our PR team with a challenge that went far beyond promoting a new Environmental Product Declaration (EPD).
While the publication of the EPD for its SF52 aluminium curtain wall system was an important milestone, the bigger story was one affecting the entire construction sector: environmental data is often inconsistent, unclear, and difficult for specifiers to compare.
Senior wanted to take a leadership position – championing transparency, educating the market, and setting a benchmark for the wider industry. Harris Creative’s PR team built a campaign that did exactly that.
EPDs are becoming increasingly important for architects and contractors navigating sustainability requirements, but the quality and clarity of environmental data varies widely across the market. Senior’s new EPD offered verified, transparent information, yet simply announcing its publication was only part of the story.
The opportunity lay in reframing the conversation and shifting from a product update to a sector wide issue around clarity, comparability, and responsible specification.
Harris Creative developed a PR led campaign that positioned Senior as a credible voice on environmental transparency. The message was anchored in a clear, memorable campaign line: ‘what you see is what you spec’. This challenged the industry to expect better from environmental data and highlighted Senior’s commitment to openness, transparency and accuracy.
To support this, we created a suite of content that explained the significance of EPDs and the rigorous process behind Senior’s verified data. This provided a strong foundation, but the real impact came from a targeted PR push.
Our team secured widespread coverage across architectural, construction, and fenestration media so that the campaign reached the specifiers, fabricators, and sustainability professionals who rely on accurate environmental information. By positioning the story as a call for greater transparency rather than a product announcement, the narrative resonated strongly with editors and delivered meaningful visibility for Senior.
Senior’s in-house social media activity reinforced the message, driving audiences back to the sustainability content and strengthening the brand’s position as a champion of clear, comparable environmental data.
The campaign delivered significant PR impact, generating more than 20 pieces of high quality coverage across key trade titles. This visibility helped establish Senior as a leading voice on environmental transparency and sparked wider industry discussion around the need for clearer, more consistent data.
The supporting web content and social activity, created in conjunction with Senior’s in-house marketing co-ordinator, provided additional depth, helping audiences understand the importance of EPDs and the value of verified information. Together, these elements created a cohesive, credible campaign that elevated Senior’s sustainability messaging and strengthened its reputation across the specification community.
This initial phase has created a strong platform for the next stage of Senior’s sustainability communications. With further EPDs due to be published across the full product range, the campaign will evolve to showcase the breadth of Senior’s verified data and continue championing transparency across the industry.
Harris Creative will continue to support Senior as the campaign expands, ensuring the ‘what you see is what you spec’ message remains front and centre as the business leads the way in responsible, informed specification.