Wavin: three planning guides with AI imagery and a mailing that brings them into architecture practices

Urban Climate Resilience is the strategic umbrella for Wavin’s communication on climate-resilient cities. The question was: how can technical solutions for sanitary, wastewater, roof drainage and rainwater management systems be presented so that they resonate with architecture practices?

Wavin is the market leader in its field but has little presence among architects. To strengthen the Urban Climate Resilience (UCR) segment and gain a foothold in architecture practices as a solutions provider and project partner, it needs its own way of approaching architecture practices: account-based marketing that reaches architects. At the same time, there was no imagery close to the world of architecture. Conventional stock images would have conveyed neither the depth of content nor the design standards.

The key questions were:

• Relevance: how do we translate technical product expertise into a language and aesthetic that appeals to architects?
• Format: how can the mailing stand out from conventional promotional mailings so clearly that it is opened, read and kept?
• Brand consistency: how does the Wavin corporate identity remain recognisable without ignoring the target group’s visual habits?

We developed two communication formats that build on each other: the planning guides provide the substance, and the accompanying mailing carries it into the target group’s offices. We planned and designed both formats and coordinated their production.

Planning guides (content): for each of the three focus topics (urban greenery & street trees, blue-green roofs, rainwater management), we planned and produced a 14-page planning guide and illustrated it with AI images. The aim: to present relevant technical information in a clear, practical way, position Wavin as a source of fresh ideas on Urban Climate Resilience and generate qualified leads via a landing page. The guides are available to download online.

Premium mailing (distribution): to actively bring the guides to the target group, we developed a physical mailing that becomes a means of communication in its own right. The C5-format folder contains three themed insert cards with raised embossing and a contact insert. Each card promotes one of the planning guides and links to the relevant download via a QR code.

Material: the mailing is printed on Metapaper Extrarough Recycling White (350 g): uncoated, made from 50% post-consumer waste, FSC-certified and produced with wind energy. You can feel the rough surface the moment you pick it up.

Design & imagery: for the design concept, the corporate design was freely adapted: close to architects’ visual habits, but clearly recognisable. The imagery was created almost entirely with AI (Midjourney + Topaz AI), an approach that made architecture-oriented imagery possible for exactly the three focus topics.

Letterjazz (Essen) handled the print production and finishing of the mailing. We took care of the complete coordination: research, communication with the production partner and handover of the print-ready files.

The mailing is meant to stay in the office and present Wavin as a partner who talks to architects on an equal footing. The paper, embossing and imagery were chosen for this; the guides provide the content.

As the market leader and Europe’s largest producer of plastic pipes, Wavin offers products and solutions for sanitary, wastewater and sewer systems, roof drainage, rainwater management, heating and cooling, and mechanical ventilation. Under its guiding principle »Urban Climate Resilience«, Wavin works on solutions for climate-resilient cities.

• Content strategy
• Planning guides
• AI imagery
• Mailing concept & design
• Production coordination