Premium Residential Home Subflooring Product
PROJECT: Name a new premium residential subflooring product for the leading industry brand.
X-FACTOR: A noteworthy special talent or quality. A variable in a given situation that could have the most significant impact on the outcome.
BRAND POSITIONING: The AdvanTech brand of subflooring from Huber Engineered Woods is the industry leader when it comes to strength, stiffness, and moisture resistance. So when Huber invented a new premium version of its dominant subflooring panel “that is the flat out best of the best,” Huber hired Zinzin to create the standout name this product deserves.
The bottom layer of the new product is the same AdvanTech® panel that contractors and homeowners know and trust. But in addition, Huber added an innovative extra weather resistant barrier as the top layer of the subfloor. Together, these two layers deliver superior benefits, such as extra water resistance and more consistent surface quality, “Sharpie friendliness,” and a distinctive gold color for high visibility and superior overall jobsite aesthetics.
X-Factor is the ultimate “game-changer” name, the name that says this product has a “special something” about it that no other subflooring product has, including the “regular” AdvanTech panel, enhancing and extending the AdvanTech brand. Contractors will easily understand that, when they need that special something, they need AdvanTech X-Factor.
As Huber says on their website:
AdvanTech X-Factor is a new, premium subflooring that rises to meet the evolving needs of craft builders. Featuring an innovative built-in, water-shedding barrier, it delivers jobsite durability against weather and a smooth, easy-to-clean surface that’s great for written jobsite communications. The unique, enduring look of AdvanTech X-Factor also creates a refined signature work site that exceeds expectations of the most discerning clients.
Huber AdvanTech X-Factor. FLAT OUT BEST™.