How do you turn the catalogue into a tool that serves the pros?
Combining clarity, brand identity and on-site usefulness to strengthen the B2B relationship
Two brands, one shared commitment to service
Cromology, a major player in construction paint in France, serves professionals through two leading brands: Tollens and Zolpan.
Together, they form the largest distribution network on the market, with 300 points of sale as close as possible to worksites. Their ambition? To offer the pros comprehensive support, from the most technical solutions to the most aesthetic finishes.
BrandCromology
SectorFinishing works, decoration, external insulation
BusinessPaint
Website cromology.com
Championing an indispensable tool in a digitalised world
In a world where digital media keep multiplying, the professional print catalogue (and its digital version, of course!) might seem like a thing of the past. Yet for painters, distributors, site managers and tradespeople, it remains an irreplaceable on-site tool: clear, handy, accessible. It supports technical decisions day in, day out.
In-depth work on design, function and brand posture
Convergence supported Cromology in designing the Tollens and Zolpan professional catalogues with a twofold requirement:
- Create a useful, clear and operational tool, designed to make everyday life easier for the pros in the field.
- Strengthen the emotional and identity bond between the brand and its audiences.
- A clear hierarchy of products and services
- An airy, structured layout for easy navigation
- Polished visuals, in line with each brand's positioning
- Editorial content that speaks to the pros with precision and technical insight
But above all, strategic work on the cover visuals, designed as megaphones for the brands: a balance between aesthetics, practical value and commercial message.
RESULTS
A catalogue that says more than it shows
Thanks to this approach, the Tollens and Zolpan catalogues are no longer mere reference tools: they have become standard-bearers for the brand in the field.
They create a tangible bond with painters, who can find their way around them, come back to them, slip them into their van like a worksite companion. It is also a strategic asset for Cromology, which, through these very tangible objects, asserts its ambition of service and its ability to talk straight to professionals.
At Cromology, you don't leaf through a catalogue the way you flick through a price list. You find a brand, a vision — and sometimes a real source of pride.
Our finest collaborations, told by the people who know them best
Working with Convergence means being able to put yourself in the hands of an enthusiastic, efficient team that understands our business challenges perfectly. Thank you for bringing our projects to life.
Alizée E. B2B2C Marketing Project Manager
In CONVERGENCE we found much more than a marketing agency: a true strategic partner, able to understand our challenges, take ownership of our objectives and turn them into impactful campaigns, always delivered with professionalism, creativity and positive energy.
Nadine C. & Marion C. Marketing and Communications Officers
Attentiveness, responsiveness, expertise and creativity are the words that best sum up our collaboration with Convergence. The agency has supported JELD-WEN in developing the brand for several years and has created a genuine campaign tone that quickly became the brand's signature.
Anne R. Marketing and Communications Manager
Since I arrived in the construction sector, working with Convergence has been a real asset. Their understanding of the market and its customers, their creativity and the quality of their support bring genuine added value to our campaigns. A trusted partner who is a pleasure to work with.
Valentine G. Marketing Manager
The Convergence teams supported us in defining and structuring our new range. They helped us design a universe, messages and tools perfectly suited to our target audience, to convey the key information clearly and powerfully.
Alexandre P. Product, Communications and Digital Manager
Convergence has supported us for 5 years, on one-off projects as much as on more strategic challenges. Their knowledge of the sector, of our clients and of our challenges is genuine added value, and our collaboration grows richer project after project.
Aurélie B. Client Marketing and Communications Manager
A great day-to-day collaboration: the team immediately understood the PUM universe, while bringing innovative ideas to the table. Special thanks to Véronique for the quality of our exchanges and her responsiveness, which make projects smooth and efficient.
Lea C. Commercial Communications Officer
When the time came to unveil our new brand platform, Convergence found just the right words to create a clear, impactful identity for us. Clients and employees alike embraced it immediately.
Priscille T. Operational Marketing Manager
Thank you for your support — a successful campaign on every level, with KPIs that put a big smile on our faces 🤩
Anaïs G. Digital Specialist
Thanks to Convergence's expertise in the construction sector, we were able to move forward much faster, developing tools perfectly suited to the specific needs of our B2B audience.
Rami J. Marketing and Communications Director
Convergence provides us with high-quality support, delivered by a responsive and fully committed team. Their excellent understanding of our challenges and specific needs, combined with their creativity and ability to deliver, is a real asset.
Eugénie C. Communications Manager
Convergence's specialisation makes all the difference! I particularly appreciate their responsiveness, their ability to listen and the thinking they bring to our projects. Their strategic and operational support makes for a valuable, effective collaboration.
Virginie Q. Operational Marketing & Communications Manager
Convergence imagined and delivered the tools best suited to the launch of our Elixair range, thanks to their knowledge of our sector, the quality of their work and their ability to push our thinking ever further. A true partnership of equals where we challenge each other to keep improving!
Katerina V. Global Communication Manager Pam Building
Convergence has been able to adapt to our organisation and has become a genuine day-to-day support as a hyper-specialist in communication for the construction industry.
Maxime B. Communications, Marketing and Specification Manager
Convergence stands out for its agile, professional support, offering excellent expertise across all of our launch projects. Strategies are tailor-made to our objectives and communication is always transparent!
Juliette T. Communications Manager
A responsive, available and highly rigorous team, with solid expertise in the construction sector and consistently sound advice. Their creative approach gave our catalogue a real boost. A big thank you to the whole Convergence team for their commitment and the quality of this great collaboration.
Lauren C. Publishing Manager
Working with Convergence makes a real difference on the various topics that concern us as a construction manufacturer. We don't need to train them — they already know the market.
Stefen W. Communications Officer
Beyond the support we receive throughout a project, what is particularly valuable when working with Convergence is the upstream phase: they take the time to analyse the environment and the target audiences, and to take a step back. That is very important for our strategic projects!
Nicolas B. Client Marketing and Training Manager
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