A concrete brand gets a makeover
Charlotte, North Carolina – Celebrating its 80th anniversary in 2016, Sakrete is rolling out a comprehensive brand refresh, including new brand positioning, logo, packaging, website and marketing collateral such as point-of-purchase displays and signage.
“Our refreshed brand positioning and updated look shows our evolution, yet retains the heritage that keeps us connected to those who have trusted Sakrete for decades,” said Ken O’Neill, executive VP of sales, marketing and product development, Oldcastle Architectural. “It’s an exciting way to recognize this 80th anniversary milestone.”
The change comes as homeowners are growing more attached to their homes and are looking for new and creative ways to improve their living environments. And as outdoor living spaces grow in popularity, Sakrete sees an opportunity for innovative concrete products with diverse capabilities.
“Concrete mix is no longer just an anchor you can put in a hole; it can be a lot more,” said O’Neill. “It can be used to create inspirational additions to your home, inside and out.”
Sakrete, having created the ready-mix bag concrete category in 1936, is one of the most recognized and established brands in the industry. Its iconic yellow and black diamond logo – updated to feature slimmer yellow typeface and a now-horizontal yellow diamond centered over a black outline – can be found at commercial and residential worksites around the country.
This visual brand refresh is the first significant change the logo has undergone in the company’s 80 years. The visual change also reflects Sakrete’s differentiation and the introduction of a new generation of skilled craftsmen and DIYers, taking the trowel handed down to them by their fathers and grandfathers and developing new projects of their own.
“People are looking for new projects and finding cool uses for ready-mix concrete, in addition to the traditional core uses,” O’Neil said. “It’s an inexpensive, dependable and easy-to-use product, and technology and innovation driven by concrete artisans in response to homeowners’ search for something different are leading us to new places and developing new ideas that are continually evolving.”
The Sakrete brand is owned and managed by Oldcastle Architectural. For more information, visit Sakrete.com.
Existing-home sales make a March comeback
Existing-home sales made a comeback in March thanks to momentum in the Northeast and Midwest, even though all four regions experienced growth.
According to the National Association of Realtors, existing-home sales jumped 5.1% to a seasonally adjusted annual rate of 5.33 million in March from a downwardly revised 5.07 million in February.
For single-family homes, that number was up 5.5% to a seasonally adjusted annual rate of 4.76 million in March, a 2.6% over last year.
"Closings came back in force last month as a greater number of buyers – mostly in the Northeast and Midwest – overcame depressed inventory levels and steady price growth to close on a home," said NAR chief economist Lawrence Yun. "Buyer demand remains sturdy in most areas this spring and the mid-priced market is doing quite well. However, sales are softer both at the very low and very high ends of the market because of supply limitations and affordability pressures."
The median existing-home price came in at $222,700, up 5.7% year-over-year. For single-family homes, the median price was $224,300 in March, up 5.8% from March 2015.
Total housing inventory also increased 5.9% to 1.98 million existing homes available for sale, but is still 1.5% lower than a year ago.
"The choppiness in sales activity so far this year is directly related to the unevenness in the rate of new listings coming onto the market to replace what is, for the most part, being sold rather quickly," added Yun. "Additionally, a segment of would-be buyers at the upper end of the market appear to have been spooked by January's stock market correction."
Regionally, the Northeast and the Midwest saw the most growth at 11.1% and 9.8%, respectively. Sales in the South increased 2.7%, and the West was up 1.8%.