The Story

Building a global reputation.

Where is the logic in clear cutting ten acres of natural forest to obtain enough raw materials to build a dozen houses that may last forty years? When you can take a hole in the earth the same size, and build ten thousand? Now imagine these homes are fire proof, flood proof, healthy and beautiful. And will stand for a thousand years. That’s the concept behind SIREWALL, the most durable and environmentally sustainable wall system in the world.

Despite the obvious benefits of their revolutionary technology, the company was having difficulty getting in front of key decision makers to hear their story, much less make a pitch for their projects. We talked about their challenges and I created this rallying cry as a way to get their boots in the door.

Designed to engage architects, planners and stakeholders in a disruptive and memorable way, it successfully opened the door for Sirewall to have follow up conversations where they could demonstrate the value of their Structural Insulated Rammed Earth Wall technology. The strategy has more than paid off. The little company from Salt Spring Island is now considered the world’s leading authority on rammed earth technology with projects ranging across North America, France, India, the Middle East and China.