"Urban Climate Resilience" is the overarching strategic theme for Wavin's sustainable communications. The question: how can technical solutions for sanitary, drainage, roof drainage, and rainwater management systems be prepared in a way that truly resonates in architecture firms?
The Challenge:
Making the Invisible Visible – Without a Suitable Image Archive
Wavin is a market leader – but barely present among architects. To strengthen the Urban Climate Resilience (UCR) segment and gain a foothold in architecture firms as a solutions provider and project partner, targeted outreach is essential: account-based marketing that reaches planners directly. At the same time, high-quality, architecture-adjacent imagery was lacking. Classic stock visuals would have conveyed neither the depth of content nor the design ambition.
Key questions:
- Relevance: How do we translate technical product expertise into a language and aesthetic that architects truly connect with?
- Format: How do we differentiate the mailing so strongly from standard advertising mail that it gets opened, read, and kept?
- Brand consistency: How do we keep Wavin's CI recognizable without ignoring the visual sensibilities of the target audience?
Our Solution:
Two Formats, One Message
We developed two complementary communication formats: the planning guides deliver the substance – the mailing delivers them to the right desks. Both formats were fully conceived, designed, and produced by us.
📄 Planning Guides (Content): For each of the three focus topics (urban greenery & street trees, blue-green roofs, and rainwater management) we conceived, executed, and illustrated a 14-page planning guide with AI visuals. The goal: to present complex technical knowledge in an accessible, practice-oriented way, establish Wavin as a thought leader in Urban Climate Resilience, and generate qualified leads via a landing page. The guides are available online as downloads.
📐 Premium Mailing (Distribution): To actively bring the guides to the target audience, we developed a physical mailing that becomes a communication tool in its own right. A DIN C5 folder contains three thematic insert cards with embossing plus a contact card. Each card promotes one of the planning guides and links directly to the download via QR code.
🌿 Material: The paper makes a statement: Metapaper Extrarough Recycling White (350g), uncoated, made from 50% post-consumer waste, FSC-certified, and produced with wind energy. Unmistakably haptic for an audience that understands and appreciates materiality.
🎨 Design & Imagery: The design concept adapted the corporate design freely: aligned with the aesthetic sensibilities of architects, yet with clear brand recognition. Almost all imagery was created with AI (Midjourney + Topaz AI), an approach that produced high-quality, thematically precise visuals.
Print production and finishing of the mailing were realized by Letterjazz (Essen). We managed the full coordination: research, communication with the production partner, and handover of print-ready data.
"Everyone is extremely enthusiastic – design and content work perfectly together. This really became something special."
- Kim Karsten Ernst, Marketing Communications Manager DACH, Wavin GmbH
A Format That Stays
The result is a mailing that doesn't get thrown away. It positions Wavin as a peer-level partner for architects – making the company's expertise not just readable, but tangible. The project proves that even technically complex topics can be communicated in a way that leaves a lasting impression.
About Wavin
As Europe's largest producer of plastic pipe systems, Wavin offers sustainable products and solutions for sanitary, drainage and sewer systems, roof drainage, rainwater management, heating and cooling, and mechanical ventilation. Under the vision of "Urban Climate Resilience," Wavin actively drives the development of climate-resilient cities.
.webp)