Ply Gem ELEMENTS: product line naming

Catchword developed a name for an innovative line of weather-resistant composite siding from leading exterior building products company Ply Gem.



For generations, Ply Gem has led the industry with its Mastic, Variform, and Performance Collection vinyl siding product lines. Looking to make waves in the composite siding space, the company approached Catchword to help name its breakthrough weather-resistant composite siding product line.



Whereas most existing composite siding products use PVC, Ply Gem’s composite product is a mixture of sand and urethane, which provides countless benefits over traditional composite products, such as being all-season/weather appropriate and super light and easy to install.



Catchword worked closely with the client team to develop ELEMENTS, a name that conveys the product’s ability to withstand the elements (rain, heat, snow), its composite engineering (made of several elements), the simplicity of its installation (elementary), and its position as the go-to for both homeowners and professionals (elemental). As a single, straightforward word, the name fits naturally within the existing Ply Gem portfolio and product naming strategy and is easy for customers of every background, including non-native English speakers, to say and spell.