HB-Beton’s brand renewal was not merely a fine-tuning of the logo but a thorough and comprehensive process that extended to all marketing and communication materials. The practical execution was led by Laura Pihlman from WebMainonta, who helped integrate the new look seamlessly into HB-Beton’s daily operations.
“We started with an in-depth needs assessment. It quickly became clear that the old look couldn’t be salvaged – everything had to be redone from scratch, and the brand book served as an excellent guide for this work,” explains Laura from WebMainonta Finland.
Complete Overhaul of the Catalog Collection – Practicality and Visual Appeal
A particularly central aspect of the brand renewal was the complete redesign of HB-Beton’s catalog selection. The catalogs were rebuilt from the ground up – not just visually but structurally as well. The goal was to clarify the content, better showcase the products, and create a reading experience that was both practical and visually engaging.
Updated Catalogs:
- Concrete Block Catalog
- Paving Stone Catalog
- Lighting and Wall Stone Catalog
Extensive Range of Design and Work Instructions
In addition, a large number of product cards, flyers, and other marketing materials were produced to support sales and customer service. These materials highlight the new visual identity with clear layouts and visibility of usage environments – values that are important to HB-Beton.
“We wanted to make the content practical and easy to understand – with the help of images and visual elements, even technical information becomes accessible to the user,” Laura explains.
Brand Identity in All Communications
The brand renewal wasn’t limited to individual documents – the new look was implemented across the entire HB-Beton communication environment. The updated visual identity is now visible on the website, social media, brochures, design and work instructions, product cards, printed materials, and PowerPoint presentations.
“HB-Beton’s new look didn’t stop at PowerPoint – although PowerPoint presentations were also created to support sales and enhance clarity in communication,” Laura adds.
The Power of Collaboration – A Smooth and Expanding Project
The project progressed smoothly in close collaboration with the HB-Beton team. HB-Beton’s Marketing Manager Maiju Raitala played a particularly important role, and her active involvement ensured the smooth completion of the renewal.
“We are extremely satisfied with the service provided by Laura from WebMainonta. Laura updated all of the company’s marketing materials in line with the new brand identity. Her services were cost-effective, and the collaboration was also flexible. We are very pleased with the outcome and have received positive feedback from our customers on the new brand look – especially the clear and beautiful brochures,” says Marketing Manager Maiju Raitala from HB-Beton.
HB-Beton Sales Coordinator Päivi Kauppinen agrees with Raitala’s views. “Working with WebMainonta has been smooth and natural. I believe the collaboration has benefited both parties, and together we have achieved the best possible outcome in terms of visual renewal,” Kauppinen says.
The project also involved media trainees from Gradia, who had the opportunity to participate in a real client project. Their contribution brought additional resources and valuable hands-on experience.
“It’s been great that we’ve been able to offer trainees real tasks and at the same time utilize their skills as part of the team. This benefits both parties,” Laura acknowledges.
The New Look as Part of Everyday Life – And It Truly Works
The results of the renewal are now visible every day in HB-Beton’s operations. The new brand identity is not just eye-catching – it’s built for practical use and supports the company’s communication across all channels.
“This has been a large but truly rewarding project. It’s great to see how the new look functions in practice and how all materials have come together into a unified whole,” Laura concludes with satisfaction.