TRUECORE®: BUILT TO LAST
The Challenge
When everyone understands TRUECORE®, everyone trusts the build
Residential construction involves multiple decision-makers – homeowners, builders, installers, architects and fabricators – each with different priorities, levels of technical understanding and points of influence.
For TRUECORE® steel, the challenge was confidence and comprehension
- Homeowners needed reassurance their home would stand the test of time.
- Builders and installers needed clarity, confidence in compliance and ease of use.
- Architects and fabricators needed technical credibility and a compelling aesthetic.
If any audience lacked confidence, trust in the system could break down.
THE OPPORTUNITY
Create a single source of truth – tailored to each audience
The ambition was to create a platform that spoke clearly to every audience.
It was to:
- Make durability, quality and performance easy to understand.
- Provide the right depth of information for each audience.
- Remove uncertainty at specification, installation and purchase moments.
- Reinforce TRUECORE® as a material you can trust – regardless of your role.
The Idea
Confidence is built when performance is explained clearly
The experience needed to:
- Explain performance in accessible language.
- Surface proof points naturally.
- Allow deeper technical exploration when required.
- Maintain consistency across every audience touchpoint.
The Approach
CX Lavender designed and built a website experience structured around audience-led clarity
The platform was designed to respect the needs of technical audiences while remaining reassuring and understandable for homeowners.
Key design principles:
- Clear audience pathways for homeowners, builders, installers and specifiers.
- Layered content design – simple explanations first, technical depth where needed.
- Consistent performance and durability messaging across all views.
- Accessible tools, resources and guidance aligned to real-world decisions.
The outcome
Helping audiences make informed decisions earlier in the build journey
Strengthened
trust in TRUECORE® as a durable, high-performance material.
improved
clarity and consistency of messaging across diverse audiences.
Supported
builders and specifiers with accessible, credible information.
Reinforced
Why it mattered
In construction, uncertainty slows decisions
By designing a system that delivers clarity, relevance and credibility to every decision-maker, TRUECORE® reduced friction, strengthened confidence and supported better choices at every stage of the build.
For CX Lavender, this work demonstrates how experience design can transform complex technical products into trusted growth platforms.
