Bodyguard 

Guiding the Bodyguard brand from West Coast to East Coast USA as well as from a treatment product to a cladding product has meant the last five years have been full of good learnings.

Five years ago, the Pine Manufacturers Association established a gap for New Zealand produced pine cladding in the North American market.

Studio Alexander immersed themselves in the research and details of the opportunity. Wooden cladding safely treated that won't rot. Differentiation that could be marketed. The Bodyguard name, positioning and visual identity developed by Studio Alexander were all launched simultaneously through distributors on the West Coast of North America.

Once established, two years later, the positioning was refined to align with a cladding product and the reach extended to the East Coast. Now Bodyguard has sufficient market share in the North American market to attract approaches from new distributors and retailers on a regular basis.

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