Timber Framing Collective launches new brand via Engine

11 October 2021

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Timber has no equal when it comes to its environmental credentials.

The Timber Framing Collective has launched a new brand that emotively conveys the sustainability and environmental benefits of timber.

Brisbane-based agency Engine Group is behind the full brand strategy and positioning, creative development including name, logo, corporate ID and associated production through collateral; templates, website, social channels, eDM, video production, IT infrastructure, stakeholder engagement and launch media relations.

The Timber Framing Collective is responsible for the marketing of timber framing in Australia. It sees previously fierce competitors such as local producers and importers join forces for the greater good of the industry to promote, establish and consolidate Timber Framing - The Ultimate Renewable™ as the leading building materials brand in Australia for residential construction.

Engine Group managing director Tim Weger says the project is part of the agency's commitment to positive change.

“Timber has no equal when it comes to its environmental credentials. While other building materials add to carbon emissions, the timber framing industry is working with a natural sustainable product that stores carbon,” says Weger.

“Wood also has the lowest embodied energy of all common building materials. This is yet another great opportunity for us as creators of positive change.”

Timber Framing Collective spokesperson Marita Pierce-Indugula says the industry boasts a huge supply chain.

“While competitor building materials may have deeper pockets than ours in terms of advertising media spend, what we have is a supply chain that is unrivalled in size,” Pierce-Indugula says.

“Within that supply chain are people that are passionate about timber and are chomping at the bit to work with us to promote the many benefits of timber framing over other building materials.”

The collective receives financial support from Australian sawmills, timber importers, industry associations and peak bodies, building products and treatment suppliers. These supporters currently include the Australian Forest Products Association (AFPA), AKD, Boral Timber, Hyne Timber, OneFortyOne, Timberlink Australia, Wespine, Australian Timber Importers Federation (ATIF), Forest & Wood Products Australia (FWPA), Frame and Truss Manufacturers Association of Australia (FTMA), Koppers, Lonza, MiTek, Multinail, Pryda, Responsible Wood, Stora Enso, TABMA, Timber Queensland and Vida.

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