Expanding Opportunities in a Changing Market

Sometimes the market shifts, and you don’t have the luxury of time. That’s when you find out who can deliver.

In Houston, Allura—part of the Elementia family—found itself on the edge of a big change. A rebrand, sudden and sweeping. A new name. A fresh logo. A website that told their story. Trade show displays that could stop people in their tracks. Sales materials that helped close the deal before the competition could even blink.

They needed it all. And they needed it now.
That’s when they called On-Target!

Because in a changing market, opportunity doesn’t wait. And neither do we.

Brand Reinvention: New Name, Logo & Positioning

Sometimes a name isn’t just a name. It’s a promise.

“Allura” was chosen with care—meant to evoke the beauty, the choice, the textures and colors that set Elementia’s fiber cement siding apart. The logo carried that promise forward: a palette of squares, each one a possibility, each one a choice in the hands of the customer.

We brought the brand to life in the most human way possible—by showing women holding the samples, as if making the decision themselves. It was familiar. Relatable. Real. And it worked.

In less than eighteen months, Allura was named the industry’s top siding brand in Builder & Developer magazine’s Brand Preference survey..

Because when a brand is built with care, people notice. And they remember.