AkzoNobel Coil Coatings
FIDURA™ & FLEXTEC™
AkzoNobel wanted to sharpen the focus on two major coil coatings offers within their portfolio: FIDURA™ for the construction industry, and FLEXTEC™ for domestic appliances. Both needed clear, engaging stories that spoke directly to their unique audiences while staying connected through the overarching “Inspired by life” brand platform.
FIDURA™
FIDURA™ targets architects, OEMs, and coil coaters – key decision-makers in construction coatings. Our strategy began by mapping the distinct needs of each group: durability and compliance for OEMs, design flexibility for architects, and production efficiency for coil coaters. The creative platform “Inspired by life” brought these priorities together, emphasizing how FIDURA™ coatings blend functionality and aesthetics in real-world projects.
To support this, we developed a user-centric website and marketing materials that present FIDURA™ as a trusted, specification-driven solution. The campaign repositioned AkzoNobel as a partner that truly understands construction professionals’ needs, securing their relevance in a competitive market.
FLEXTEC™
FLEXTEC™ is AkzoNobel’s solution for the domestic appliance segment, supplying coatings for refrigerators, ovens, dishwashers, and microwaves. Despite strong technical performance, FLEXTEC™ had a low profile in communications. We defined its core strength as being “Real-life ready” – engineered to handle the mess, moisture, and movement of everyday life.
Through workshops and interviews, we crafted a creative concept grounded in relatable home environments rather than cold product shots. We designed a dedicated FLEXTEC™ section on the AkzoNobel Coil Coatings website, combining clear storytelling with deep technical information. This digital presence gives FLEXTEC™ a confident, distinct voice alongside FIDURA™, positioning it for future growth and stronger customer engagement.
