Zentia, the UK’s market leader in complete ceiling solutions, is putting customers at the heart of its new brand and marketing strategy.

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Last year, Zentia evolved from Armstrong Ceiling Solutions. Given the valued knowledge and expertise it had built up over 100 years, it would have been easy to continue trading off its founding credentials. But it wanted to create its own future – one that allowed it to evolve, with added agility and a clear focus.

The inception of the new company presented the perfect opportunity to re-think the mission and values that drive the business. The result of extensive stakeholder research is ‘Above all, you’ – a brand campaign that will communicate what that means to customers, putting existing and potential customers at the centre of its thinking.


A customer-centric approach
‘Above all, you’, is the product of extensive research into the opportunities and challenges facing Zentia’s specifier, contractor and distributor partners who rely on the manufacturer’s innovative and future-proof ceiling solutions every day.

The ‘Above all, you’ message derives from the brand’s ethos to work collaboratively with customers and create real value in every project delivered. This, teamed with the company’s reputation for anticipating customer needs, highlights their innovative mentality, and has become one of the four brand pillars underpinning the strategy.

During the research, Zentia identified a number of themes that particularly resonated with its audience, from quality and reliability to delivery and sustainability – any of which can be its partners’ priority at any one time.

‘Above all’ dovetails perfectly into this mindset, allowing the company to flex and tailor its messages to individual audiences and unexpected challenges. All this is underpinned by the constant sign off in every communication: ‘Above all, you’.

Managing director Dirk Jaspers says: “It’s a brand campaign that informs our partners that whilst their priorities can and do change, we will always be ready to satisfy them. Because at the end of the day it’s our partners who are our priority.”


Zentia managing director Dirk Jaspers and sales and marketing director Graham Taylor

A brand built on solid values
The Zentia brand re-launch also enabled the company to focus its attention on shaping its brand architecture to meet the four key characteristics its customers value in a partner – reliability, UK focus, partnership and innovation.

First and foremost, reliability is at the core of everything Zentia does, and the company understands how critical it is for stakeholders and their projects. Customers and end users can rely on Zentia to live up to its delivery promises and provide superior product quality.

To help it become the clear and independent leader of its UK and Ireland market, Zentia has invested heavily in a UK infrastructure for everything from manufacturing plants to after sales support and training, not to mention its market-leading contractor partnering scheme and its installation school.

Zentia customers have said they value a pro-active partner, one who anticipates trends but paves its own way. Zentia’s forward-thinking mentality is reflected in its agile structure, bold decision making and long-term vision for the future.


A future filled with promise
Zentia’s MD is confident the new brand proposition will strike a chord with its partners. Dirk said, “Creating a unique corporate image is vital to differentiate brands in a competitive market. Our ‘Above all, you’ campaign does that perfectly, giving customers the reassurance that, whatever the challenge, they will always come first.”

Graham Taylor, director, sales and marketing, added, “Quality, control and endless predictability were just some of the key themes identified – any one of which may be our partners’ key concern at any one time. Our campaign recognises this reality of multiple priorities, but at the same time signs off with a constant – that for Zentia, it’s ‘above all, you’, our partners, who are our priority.

In this uncertain and ever-changing world, having everything from manufacture to customer support right here in the UK means we are more agile and in control. Together with our forward-thinking culture, this allows us to successfully solve problems for our end user clients.”

The rebrand is only the start for Zentia, with exciting plans for the future, including innovative NPD, and investments in both training and customer support, as well as a multi-million-pound investment in manufacturing capabilities.

Contact Details
For more information, please visit the Zentia website.