LP® FlameBlock® Fire-Rated OSB Sheathing was originally positioned as a fire safety solution, but research showed that architects, engineers and builders cared more about its value-added features—design flexibility, faster installation and time/cost savings.

Widening the target audience

The rebranding campaign emphasized that LP FlameBlock sheathing is engineered to meet fire codes while accomplishing much more. The website, print ads and collateral were redesigned to better reach architects, engineers, specifiers and code officials (in addition to LP’s longtime target audience of builders and developers).

Taking UX to new levels

The revamped website features a compelling parallax design, elegant visuals, and informative rollovers and 3D renderings.

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