Jenkin 

Over seven years Studio Alexander and Jenkin have worked closely together to grow the Jenkin business here and abroad. Moving them from a pure commodity supplier to a value add cladding solution supplier.

Studio Alexander talks regularly with key Jenkin stakeholders to stay connected with how the brand and products are being perceived in the market place. Traveling to export markets, hanging out in timber yards, yarning with builders and architects. Understanding the competitor landscape and helping focus marketing effort where the best long term return can be made.

Three generations of Jenkin family ownership have instilled values and an ethos that make Jenkin different. The Jenkin brand idea 'proven for generations' developed by Studio Alexander seven years ago represents a philosophy that is still relevant today. It resonates through the business as well as helping to align product promise with product delivery.

Seven years ago, Studio Alexander focused on the renewal of the commodity brand Tru-Pine here and abroad, and sorting out relationships between the company brand and the product brand. They also developed story telling and creative that could be equally well told online, in print and direct.

Once there was market traction for these changes attention turned to developing a new cladding solution that could occupy the gap in the market our research had revealed. The new product strategy needed to be broad enough to facilitate future product variants as well as be strongly linked to the equity in the Jenkin family name. Parallel to this there needed to be alignment with the business strategy and the ability to produce and deliver.

Jenkin A-lign was established as the name to take the new cladding system to market. Key messages about renewable wood, and being a BRANZ appraised complete cladding solution were told consistently across all mediums. Methods of reaching specifiers, retailers, builders and end customers were all developed to fit the overall product roll out plan.

One year after launch, A-lign is developing a solid reputation with specifiers and group builders and is well positioned to extend through to end customers with future new product variants.

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