Etex, a global leader in lightweight construction solutions and the company behind the Siniat brand, is launching a bold new brand strategy to strengthen its global identity, drive market performance and create greater synergy across its portfolio of more than 30 commercial brands.
Etex, a global leader in lightweight construction solutions and the company behind the Siniat brand, is launching a bold new brand strategy to strengthen its global identity, drive market performance and create greater synergy across its portfolio of more than 30 commercial brands.
Starting on Thursday 12 June, all Etex commercial brands, including Equitone, Innova, Promat and Siniat, will globally adopt a prominent “by Etex” endorsement in their logos and visual communications. This move is designed to reinforce the connection between Etex’s trusted commercial brands and the company’s growing corporate brand and reputation, underlining the strength and cohesion of Etex worldwide.
“Our ambition is clear: We want to lead the sustainable transformation of the construction industry,” said Bernard Delvaux, CEO of Etex. “To do that, our brands must reflect our strength, unity, and long-term vision— for our customers, teammates and all other stakeholders. This also demonstrates our increased focus on offering complementary products to provide solutions and systems to our customers.”
The new brand architecture will support Etex’s growth strategy by enhancing recognition, increasing visibility and boosting performance across markets. It will also support Etex’s position as a sustainability frontrunner. The rollout includes updates across all communication touchpoints like packaging, signage and digital platforms, with ongoing efforts planned to expand Etex’s brand presence worldwide.
“By aligning our brands under a clear, cohesive identity, we amplify their power and impact. It is about showing that no matter the construction solution or country, it is backed by the sustainability, innovation and strength of Etex,” said Bernard.
