Artex re-emerged as Okarno
Okarno Brand Transformation.
Overview
Artex, a name synonymous with textured ceilings since the 1960s, had evolved into a modern distribution business offering an extensive range of construction products. However, the brand was burdened by dated perceptions, confusion about its offer, and limited appeal to new audiences. To mark a new era of clarity, relevance, and growth, Artex partnered with us to define and deliver a complete rebrand – launching Okarno.
Okarno Rebrand 2024
From Artex to Okarno
This film was created to unveil the new Okarno brand at launch. Presented by Jason Smith, Managing Director, it marked the start of an exciting new chapter, revealing the journey from Artex to Okarno on the big screen.
The Brief
Reposition Artex to reflect its true proposition as a leading distributor of Saint-Gobain construction brands, rather than a manufacturer of obsolete products. The project aimed to:
Overcome negative associations with asbestos and dated ceilings.
Establish a clear, compelling brand identity aligned with the business vision and values.
Develop a distinctive name and visual identity to support growth and build trust across diverse audiences.
Our Approach
We guided Artex through a deep, collaborative brand development process:
Brand Discovery & Workshops: Engaged key stakeholders to unpick perceptions, customer pain points, and ambitions for the future.
Brand Distilling: Defined the brand’s culture, voice, feeling, and impact.
Brand Proposition & Positioning: Crafted a unifying statement to anchor internal and external communications.
Values & Pyramid Development: Clarified core principles around agility, authenticity, collaboration, inclusion, and passion.
Naming Strategy: Explored descriptive, metaphorical, and abstract naming conventions to distance the brand from legacy associations while retaining familiarity and trust.
Identity Design: Created a bold, contemporary visual system to signal transformation and set Okarno apart within the Saint-Gobain portfolio.
The Outcome
Artex re-emerged as Okarno – a confident, modern brand that reflects what the business truly is today: a trusted connector between the best construction brands and customers across the UK. The new identity communicates clarity, scale, and a people-first approach, positioning Okarno as the partner of choice for merchants, retailers, and trade professionals.
Key Deliverables
Brand Discovery Workshops
Brand Culture, Voice, Feeling and Impact Definition
Brand Proposition and Positioning Statement
Brand Values Framework
Brand Pyramid
Naming Strategy and Development
Logo Design and Visual Identity
Colourways and Accessibility Considerations
Results
Since launch, the Okarno rebrand has:
Unified internal teams around a shared purpose and clear value proposition.
Increased engagement across digital channels and customer communications.
Repositioned the business to attract new customers and drive future growth.
Created a distinct identity within the Saint-Gobain family, while retaining credibility and trust.
Thinking about your brand?
Thinking about your brand?
If you’re planning a rebrand to reposition your business, overcome legacy perceptions, or capture new markets, we’d love to help. As a Birmingham-based studio, we bring strategic clarity and original design expertise to every brief.