CMT Group
Defining a category with the Haptix™ rebrand
Overview
Total Tactilez produced some of New Zealand’s best safety products for commercial builds, but they struggled to be memorable and establish credibility with discerning architects. We worked with their team to rename, rethink, and refresh their brand to better appeal to their unique B2B audience
Downing developed an impactful new name ‘Haptix‘. Inspired by haptic—relating to touch and how we experience space—reinforcing the product’s purpose through language. We then crafted strategic messaging that repositioned Haptix, along with a visual identity to help them stand out in a competitive market.
An Architect-First Website Design, Build & Messaging
We created the tagline “Architectural Safety-Scaping” to define a previously vague category, giving the brand ownership of a distinct, ownable space.
The transformation was brought to life through a new website, designed with a clean UI and an intuitive resource hub tailored to the needs of specifiers and installers.
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