Case Study

From Armstrong to Zentia: launching and positioning a new construction brand for long-term growth

The Challenge

Following a global acquisition and competition ruling, Armstrong’s UK and key international operations were divested and required to establish a completely new independent business within a five-year transition period.

The business needed to migrate significant brand equity, customer loyalty and market trust away from one of the most recognised names in construction – while maintaining commercial continuity through Brexit and COVID disruption.

The Solution

I led the strategic marketing and brand transformation programme, working with senior leadership, investors and key stakeholders to define and deliver the transition.

This included:

  • Creating the five-year brand and product migration strategy
  • Conducting customer, market and stakeholder insight
  • Defining the new brand positioning, architecture and messaging
  • Aligning leadership, employees and investors around future direction
  • Leading the launch strategy and multi-channel activation of the new brand, Zentia

The result was a clear, phased transition that protected customer confidence while establishing a more agile, future-focused business.

The Results

  • Successful creation and launch of a new independent construction brand
  • Strong market engagement and rapid brand recognition post-launch
  • Clear strategic direction aligned across leadership, employees and investors
  • Established platform for long-term commercial growth

Facts & figures:

  • 67% promoted brand recall following launch
  • 43% spontaneous brand recall
  • 250,000+ video views supporting brand activation
  • Within 3 months, Zentia search demand (21%) exceeded legacy Armstrong terms (19%)

The transition moved the business from reliance on a legacy global brand to a clearly defined, independent market position with strong early momentum.

Customer Testimonial
Services Delivered
Discuss a similar challenge
  • craig@trueworthmarketing.co.uk
  • Typically responds same day

  • Craig built and led our marketing function from the ground up at a pivotal time, shaping our brand, website and customer journey with clear strategic direction and commercial focus.

    He played a central role in the successful transition from Armstrong to Zentia – a complex rebrand that rapidly established strong market recognition and momentum.

    Craig brought clarity, leadership and a genuine commercial impact, delivering a marketing platform that made a real difference to the business.

    Dirk Jaspers, Managing Director, Zentia

    Amanda Long
    CEO, CPI Limited