Case Study
Reshaping AccuFoam
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Accufoam
Accufoam is a cutting-edge spray foam insulation brand launched by Creative Polymer Solutions to shake up the multi-billion-dollar insulation industry. Developed after years of R&D, Accufoam offers unparalleled precision, ease-of-use, and performance for spray-foam contractors.
Industry: Industrial/Building Materials (Spray Foam Insulation)
Location: Headquarters in Alabama, U.S. (serving contractors nationwide)
Project Scope: Brand strategy, naming, visual identity system, product hierarchy, go-to-market marketing, environmental/print collateral, and trade show presence.
Solution Provided: Deksia conducted comprehensive research into stakeholders, contractor needs, and market dynamics to power a new product brand that would stand independently from the corporate CPS identity. This included naming, hierarchy strategy, full visual system, marketing assets, digital support, and trade show readiness.
The Challenge
Creative Polymer Solutions had developed a technically advanced insulation product fed by two and a half years of R&D—but the product lacked a strong identity in a crowded industry. CPS needed a standout product brand that would:
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Convey clinical precision and reliability on par with test-lab standards
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Separate it from the corporate CPS brand to avoid confusing different audiences
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Be memorable, trademark-clear, and search-friendly
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Capture attention at trade shows and distributor channels in an otherwise consolidating, stagnant market
The Solution
Deksia delivered a strategic and creative solution designed to meet these challenges:
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Stakeholder & Market Discovery: Research and surveys with CPS leaders and contractor customers validated positioning and feature emphasis
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Brand Hierarchy Strategy: Chose a product-first hierarchy—enabling Accufoam to shine independently, while still acknowledging CPS
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Naming & Identity: After brainstorming hundreds of names, the name “Accufoam” was chosen for clarity, recall, and relevance. Product extensions became Accufoam OC (open-cell) and Accufoam CC (closed-cell)
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Visual & Print Collateral: Developed a refined, lab-inspired design system with fluorescent-green accents, clean layouts, and a crosshair logo motif that communicates precision and innovation
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Go-to-Market Rollout: Created trade show booth design, digital materials, brochures, and signage to support launch and distribution awareness.
The Results
The campaign quickly gained traction in the insulation industry:
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The brand’s booth design “popped” at launch trade shows and drew significant interest.
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Feedback from customers included praise like: “When talking to new customers, we hear them say that they see us everywhere. People ask about our products in our distributor’s facilities.”
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By the end of 2022, Accufoam became one of the most recognizable national brands in its segment—gaining rapid category visibility
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