Echelon Masonry News

News and Articles

Amerimix®Unveils New Look and Brand Positioning

The New Logo for Amerimix by Echelon

Charlotte, N.C (February 2, 2016) Amerimix®, a manufacturer of high-quality preblended mortar, grout and stucco mixes, announced today the launch of a comprehensive re-branding initiative - including new messaging and a new logo that will be incorporated throughout all advertising, digital properties and packaging. This is part of the company’s sustained commitment towards helping masons and plasterers “build better” with the company’s product line. Amerimix provides a full line of preblended mortar, core fill grouts and stuccos, as well as specialty cements. Our products are engineered and factory blended to precise specifications that meet ASTM standards and take the guesswork out of field mixing. Providing high-quality, consistent and dependable preblended materials is the Amerimix promise to our customers.

Featuring a bold red color palette, the new logo – designed around a diamond trowel pattern and hints of the company’s silo delivery system – offers Amerimix an easily identifiable visual mark as the company continues expanding availability across the United States to both new and existing customers. New easier-to-read packaging, with improved product identification, will aid in the correct application of Amerimix products at the jobsite and provide easier identification through a color coding system that matches the bag to a corresponding color. 

According Senior Vice President of Amerimix Eric Peterson, the re-branding is more than just a logo, it’s the culmination of an intensive evaluation of the company and how it delivered on the value proposition to its key constituents.

“From day one, the goal was to create a clear message, both with visuals and our wording, so customers and stakeholders within our organization understood not only our product lines, but also what we stand for in terms of delivering service and quality on a consistent basis. We understand there’s a trust factor when selecting a brand – reputations depend on our product preforming on the jobsite,” Peterson said. “Strong brands create brand loyalty because our users trust them. When we earn a customer’s trust, their advocacy for our brand, in the form of recommendations and repeat purchases, is invaluable. This new look gives us a solid foundation to build on.”

Today’s unveiling was the culmination of a six-month project between Amerimix and an external vendor that included field research with masons and plasterers who use Amerimix products but also, non-users to understand how they viewed Amerimix and why they may use alternative products instead. The team also worked closely with its sales team to validate customer findings and further round out the brand’s perception in the marketplace.

“The interviews were revealing and became invaluable as we laid out the road map for Amerimix for the future.” Peterson added. “While this brand unveiling is just the first step, it plays a vital role for when we expand product lines, provide new delivery systems and introduce innovations that meet the needs of installers and specfiers alike.”

About Amerimix
Supported by a national network of licensees, Amerimix manufactures and delivers quality-preblended mortars, stuccos, grouts, and specialty cements to meet the needs of plasterers, masons, specifiers and architects. Amerimix serves the commercial, institutional, and residential markets throughout the United States. Products are sold direct to contractors and through distributors by an experienced sales team. Amerimix is a registered trademark of Oldcastle: a leading manufacturer of building products in North America. Amerimix is officially part of the recently launched Echelon Masonry product portfolio from parent company Oldcastle Architectural- featuring a wide variety of innovative masonry products and services- to simplify the identification, selection and purchase of masonry and concrete products.

 

Back to News Download PDF