Rebuilding stakeholder trust for Owens Corning

When business as usual becomes impossible, communicating well with key constituents becomes vital. Such was the case for Owens Corning in 2006, as the company emerged from asbestos-related Chapter 11.

As part of Owens Corning's effort to rebuild stakeholder trust, the company asked our Creative group to help communicate its improving profitability and renewed focus on corporate social responsibility. The solution: A three-part communications kit.

First, a company fact book. This 40-page brochure captured the vitality of Owens Corning's diverse product portfolio, with an overview of leading businesses, market position and growth opportunities, as well as a partial-year accounting of its financial performance. A letter from the company's leadership conveyed the company's forward momentum, reinforced by product photos and market coverage. Tight, textural shots of raw materials and finished products provided visual interest and energy.

The next item: A sustainability report. Through content, tone and creative execution, it needed to convey the company's dedication to making a positive impact on the world. The finished piece was an honest assessment of the companyÂ’s practices regarding its products, processes and people, and was printed on Green Seal-certified paper using soy-based inks.

Our final piece, the summary annual report, needed to be understated, yet convey credibility to bolster shareholder confidence. We leveraged the company's brand by featuring its mascot, the Pink Panther, on the cover. Inside, we relied on black and white photos to minimize costs and demonstrate good fiscal governance. Together, the clean, crisp design and subdued color palette tell the story of a business that's strong, responsible and back on track.

Case Study



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