Carter Holt Harvey

Carter Holt Harvey

PROJECT: Futurebuild Profile Document Client contact: Carter Holt Harvey Futurebuild Objective: here was to profile the capabilities of Futurebuild and the possibilities of the substrates (LVL) that they utilise. Idea: was create a visual metaphor for the product to demonstrate its strength, flexibility and creativity. Solution: was the unusual merging of imagery (steel girder morphs into wooden beam) perspectives, and photographic interplay. In turn the document sets the premise of ‘Challenging Convention’ as the product and Futurebuild’s innovation and breaks traditional perceptions of wood as a substrate. Each spread of the document shows the key benefits of the product, in a way that profiles the product as a powerful, backed with reinforcing statements: “Reject tradition, build the future, do it sustainably…”