IsoHemp: a mook to establish a brand among specifiers

An unknown brand in a market looking for proof

IsoHemp is a Belgian manufacturer of hemp blocks founded in 2012. Its solutions - 100% natural, low-carbon, designed for heritage renovation as well as new builds - tick every box of sustainable construction: natural thermal and moisture regulation, acoustic comfort, fire resistance, respect for old buildings. But in France, nobody knows IsoHemp.

The brand wanted to build its awareness among French specifiers: architects, engineering firms and project owners involved in heritage renovation. Demanding audiences who want substance, proof and technical depth.

It was in this context that our communication agency specialising in the construction, building and housing sectors was commissioned to design a tool for both influence and business, capable of giving IsoHemp credibility with an audience that does not yet know it.

BrandIsoHemp
Natural Building

SectorSustainable construction / Bio-based insulation

BusinessManufacturing of hemp blocks for insulation and building renovation

Website isohemp.com

ChallengeInspiring and guiding specifiers Creating targeted content and communication materials

Delivered byConvergence, communication agency for construction and housing

Choosing the mook: magazine + book

When an unknown brand speaks to expert specifiers, the format of the content matters as much as the content itself. A product brochure would be ignored. A website is not enough to build trust. What was needed was a format that establishes legitimacy from the outset.

Convergence recommended creating a mook - half magazine, half book - entitled “Chanvre et Patrimoine” (Hemp and Heritage). A 20-page editorial piece designed for specifiers: in-depth, documented, well-argued. The magazine opens with a manifesto from IsoHemp's founders, explores hemp as a sustainable building material, then gets to the heart of the matter with detailed case studies of emblematic heritage projects. The Haras d'Annecy, the Petites Écuries de Versailles, Figeac railway station, the Les Charmes residence in Alsace: each project gets a complete site profile enriched with interviews from the field. All with a level of technical detail that speaks directly to specifiers.

A business asset activated across every channel

A mook is only valuable if it circulates. Convergence designed the piece to become the centre of gravity of all IsoHemp's communication in France: downloadable as a PDF from a dedicated landing page (qualified lead generation), a print version distributed at trade shows and in sales meetings, excerpts used in LinkedIn carousels and social media content, and relayed by email campaigns.

The mook has thus become a lasting sales tool: not a time-limited campaign piece but an asset that IsoHemp's sales force uses every day to build the brand's credibility, feed its meetings and structure its specification pitch.

RESULTS

Content as a lever of credibility

With “Chanvre et Patrimoine”, IsoHemp has reached a new milestone in France. The brand now has a reference tool that carries its specification pitch far beyond what a sales brochure could have achieved. The mook builds credibility, documents and reassures: the three pillars of the specification decision.

The strength of the mook format is its lifespan. Unlike an advertising campaign, the mook keeps on working: it circulates at trade shows, it is downloaded, it feeds social media, it supports the sales team. An editorial investment that generates value over time.

This project illustrates a specific expertise of Convergence, the communication agency specialising in the construction, building and housing sectors: designing premium editorial content that becomes a business asset. Tools that do not merely enhance the brand, but concretely generate awareness, leads and specification preference.

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