The document discusses how homeowners are increasingly viewing their homes not just as investments but as places of personal meaning, comfort, and sanctuary during uncertain economic times. It suggests people are embracing "cocooning" by focusing more on their home lives and investing in long-term personal happiness there rather than short-term equity gains. Resources provided discuss trends like uber-cocooning, nesting, and entertaining at home as people spend more time with families at home.

2. Home Will
Lead the
Return of
Optimism.
Home is where the heart and wallet live.
In today’s uncertain times, the home offers
comfort, sanctuary and sense of personal
empowerment. Today’s homeowners are
looking beyond the home as an “investment”
and are seeing it as a place with its own sense
of personal meaning and emotion. Call it
cocooning or hiving or nesting—the home, again,
is becoming the center of a new set of values,
based on investing in long-term personal
happiness and reward, rather than the hope
of short-term equity gain.
Resources
Uber-Cocooning Feel Uncertain? Stay Home! Decorating Your Nest
One of Euromonitor’s top 10 “We’re seeing it as a cocooning Ty Pennington Host of “Extreme
consumer trends for 2009 is comeback,” says Lisa Casey Weiss, Makeover: Home Edition”: “People
Uber-Cocooning. In times of a Hicksville-based lifestyle consul- don’t want to live in denial of the
economic upheaval and anxiety, tant for the International House- current economic situation. They are
people often resort to virtual wares Association, a trade group. realizing they will probably spend
escapes (everything from films “The instability of the economy more time in their home, so they are
to virtual worlds) and indulge in and the real estate market creates saying, ‘Let’s nest, and invest,’”.
cocooning – retreating into a uncertainty for consumers, and this http://www.indystar.com/arti-
home-centred lifestyle. uncertainty tends to make them cle/20090124/LIVING02/901240390
http://www.euromonitor.com/TOP_10_ focus more on being home and
CONSUMER_TRENDS_FOR_2009 finding ways to save money. While You Were Out
http://www.newsday.com/services/ TLC’s While You Were Out designer
Home Sweet Hideaway newspaper/printedition/exploreli/ny-hoc- Nadia Geller predicting that “using
In spite of a difficult economic ov6007466jan23,0,2603167.story what you have and using it in a new
landscape, the desire to rebuild, way will be the trend” (SILive.com
remodel and reinvent the home- Entertain Yourself at Home 11.12.08).
stead remains a core part of Edward J. Fox, director of the
http://blog.iconoculture.com/2009/01/06/
consumers’ cultural DNA, says JCPenney Center for Retail
a-year-on-the-mend/
Robin Avni, senior director and Excellence at Southern Methodist
lead consumer strategist with University in Dallas, said time at
Iconoculture. home fills several needs. People
are staying home and staying
http://sev.prnewswire.com/construction- close to families.
building/20090121/AQW07321012009-1.
html http://news.medill.northwestern.edu/
chicago/news.aspx?id=114093

3. Connect to
the New Spirit
of Home
At The Thorburn Group, we know the home better
than most. We’ve helped many of the leading
home brands connect and communicate their
unique emotional value to consumers and trade
for more than a decade. And, we can help you tap
into the unique desires of today’s homeowners.

4. We believe that
a brand that ignites
the imagination
is a brand elevated.
That’s how we solve
business problems—
by using design as a
powerful tool to find
a spark and connect
with your customers.

5. CHALLENGE
Shake Up
a Category
work
Identity
Packaging
Campaign
Naming
Web
Benjamin
Moore

6. CHALLENGE
Shake Up
a Category
work
Identity
Packaging
Campaign
Naming
Benjamin
Moore

7. CHALLENGE
Elevate
New Luxury
work
Branding
Collateral
Environment Design
Web
Porcher

8. CHALLENGE
Elevate
New Luxury
work
Branding
Collateral
Environment Design
Web
Porcher

9. Jado
Environment Design
Collateral
Branding
work
Fashion Faucets
Establish
CHALLENGE
JadO uSa 6615 West Boston Street Chandler, aZ 85226 P 800 227
INTROduCINg The Featuring the artistic vision
JeaN NOuVeL SeRIeS of renowned architect and designer,
FOR JadO
Jean Nouvel. Now, when it comes to
aesthetics and convenience, there’s
no need to compromise.
2734 www.jadousa.com

10. Jado
Environment Design
Collateral
Branding
work
Fashion Faucets
Establish
CHALLENGE
glance™
Seize your creative potential and deSign an
environment that liveS up to your impeccable
aeStheticS. thiS minimaliSt collection enSureS
nothing getS in your way. perfect form matched
with flawleSS function to inSpire you to greater
heightS of imagination.

11. CHALLENGE
Reclaim Design
Leadership
work
Branding
Collateral
Point-of-Sale
Formica

12. CHALLENGE
Reclaim Design
Leadership
work
Branding
Collateral
Point-of-Sale
Formica

13. CHALLENGE
Own Small-town Pride
and Craftsmanship
work
Branding
Collateral
Web
Fleet
Sales Support
Windows
Hurd

14. CHALLENGE
Own Small-town Pride
and Craftsmanship
work
Branding
Collateral
Web
Fleet
Sales Support
Windows
Hurd

15. CHALLENGE
Claim 140 Years of
Everyday Innovation
work
Branding
Collateral
Point-of-Sale
Web
American
Standard

16. CHALLENGE
Claim 140 Years of
Everyday Innovation
work
Branding
Collateral
Point-of-Sale
Web
American
Standard

17. CHALLENGE
Seemlessly Merge
Two Brands
work
Branding
Collateral
Point-of-Sale
Douglas
Hunter

18. CHALLENGE
Seemlessly Merge
Two Brands
work
Branding
Collateral
Point-of-Sale
Douglas
Hunter

19. Diamond
Web
Collateral
Branding
work
Organized Kitchen
Own The
CHALLENGE
Cabinets
30 M APLE
Carlisle Maple Selena Maple
Shown in Cider Shown in
Toasted Almond

20. Diamond
Web
Collateral
Branding
work
Organized Kitchen
Own The
CHALLENGE
Cabinets
Measure & Sketch TURN TO SECTION 3: PROJECT PLANNING FOR MORE DETAILS
A PLACE FOR
EVERYTHING… MEASURE YOUR KITCHEN BASED ON THE GUIDLELINES BELOW AND RECORD YOUR
USE THIS GRID TO MAKE A ROUGH SKETCH OF YOUR KITCHEN. MEASUREMENTS HERE.
1) Measure the height and width of all walls and record each NORTH FLAT WALL
measurement in the space to the right. Height: ■■■■ inches
Width: ■■■■ inches
2) Now take detailed width measurements:
s Start at one corner and measure to the edge of the nearest opening SOUTH FLAT WALL
(not including any trim). Height: ■■■■ inches
s Measure across the inside of the opening. Width: ■■■■ inches
trim off
s Measure from the second side of the openeing to the next opening
or wall corner. NORTH WALL WITH SOFFIT
s Repeat across the entire wall. Add up the measurements and make Height: ■■■■ inches
sure they agree with the overall wall width. Width: ■■■■ inches
3) Next take detailed height measurements: SOUTH WALL WITH SOFFIT
s Measure from floor to the bottom of each window or the top of each Height: ■■■■ inches
door. Width: ■■■■ inches
s Measure from the bottom to the top of each window.
s Measure from the top of the window or door to the ceiling. EAST FLAT WALL
■■■■ inches
CABINET SOLUTIONS
s Repeat until all the opening heights are recorded. Height:
The Elements of Organization 1
s Make sure each set of measurements agrees with the overall
2 Base Cabinets
Width: ■■■■ inches
wall height.
Organization. A great word 16 Corner Cabinets WEST FLAT WALL
that inspires so much.
And it’s all possible with
4) Use your measurements Wall Cabinets sketch of your room on the
20 to make a rough Height: ■■■■ inches
Logix,™ the innovative line
grid to the right.
24 Tall Cabinets
Width: ■■■■ inches
of cabinets from Diamond
26 Drawers
5) Indicate the locations of heat ducts, plumbing, gas lines, electrical EAST WALL WITH SOFFIT
that truly reinvents kitchen
organization. Unique,
outlets and switches on your sketch. Also note the clearance required Height: ■■■■ inches
well-planned designs allow
for door swings. Width: ■■■■ inches
you to have a place for
6) Begin sketching your ideas for placement of cabinetry and major WEST WALL WITH SOFFIT
everything and everything
in its place. At last.
appliances. Height: ■■■■ inches
Width: ■■■■ inches
tefold open (round 5) The icons below stand for
these important qualities and
you’ll see them throughout
72
1 inch = 1
these pages to emphasize
the organizational strengths
of each cabinet.
Hardware
ACCES S I B I LI T Y
Designed to put things you need
within easy reach.
1: Prescott Black, H03 1: Ultra Brushed Nickel, H32 1: Nickel Antique High
2: Prescott Black, H05 2: Ultra Brush Nickel, H30 2: Copper Antique Hig
3: Shell Black, H07 3: Ultra Bruch Nickel, H 29 3: Biscayne Antique, H
4: Red Rust Antique, H19 4: Prescott Black, H04 4: Biscayne Antique, H
5: Windsor Antique, H
VI S I B I LI T Y
Designed to put items front
and center, easy to see.
CAPACI T Y
Unique system makes better use of
space so you can put more inside.
FLEXI B I LI T Y
Allows you to move shelves and
racks to suit your needs.
30 MA P LE
Carlisle Maple
Shown in Cider
GALLERY
30 maple
37 character maple
2
38 cherry
42 hickory
44 oak
46 thermofoil
ORGANIZED AND BEAUTIFUL.
WHY WOULD YOU WANT ANYTHING LESS?
1 C A B I N E T SO L U T I O NS G A L LE RY 2
trim off
3 PR O J E CT PL A NN I NG S T Y LE S & F I N I S H E S 4

21. CHALLENGE
Establish Trade
Leadership
work
Branding
Collateral
Web
Aristokraft

22. CHALLENGE
Establish Trade
Leadership
work
Branding
Collateral
Web
Aristokraft

23. CHALLENGE
Create a
Category
work
Strategy
Identity
Collateral
In-Store
Web
Azek

24. Azek
Web
In-Store
Collateral
Identity
Strategy
work
Category
Create a
CHALLENGE
tools required
AZEK Deck materials can be installed using the same tools you > A board that is fa
would use to install wood decking or composite decking. will have minima
> Self-feeding screw guns can be used > This means that
> We recommend using a circular saw with a fine-toothed, if done in the ma
carbide-tipped finish trim blade or a 20-grit diamond-tipped
> For all other app
blade to achieve best results when cutting
> Safety glasses should be worn during the entire
UnATTAChed expAnsion
installation process BAsed Upon A 50˚ Tempe
AZEK Deck
Easy for deck builders to install. Easy for homeowners to enjoy. fasteners
AZEK Deck materials can be installed using the same fasteners you
Are you just building a deck, TRULY LOW MAINTENANCE would use to install wood or composite decking.
These guidelines will direct you through the AZEK Deck installation process. Most contractors
or elevating the outdoors?
Engineered for easy soap-and-water
clean up, so your customers can care and mainten
spend more time enjoying their
decks than cleaning them.
> Due to the long-lasting durability of AZEK Deck products, we cleaning
will find this process very similar to the installation of a traditional wood deck, with a few recommend that you use a high-quality fastener that meets the To keep your AZEK D
LIMITED LIFETIME WARRANTY
following specifications:
minor considerations. The following pages depict installation methods that are recommended Every AZEK Deck you build comes
> It is recommend
>> Stainless Steel
with a warranty to give you and your
customers peace of mind.
by the manufacturer. Keep in mind that these guidelines may not cover every installation >> Minimum Screw Size: #7 remove grease, d
scenario you may encounter. Since each installation is unique in its performance requirements, >> Minimum Length: 2 1/4"
RICHER, LONG LASTING COLOR
AZEK Deck colors don’t fade and
> Use a liquid soap
the ultimate installation method used is the sole responsibility of the installer. AZEK Deck will look luxurious for years to come.
> Color-matched stainless steel fasteners are also available. combination wit
claims no liability or responsibility for the improper installation of this product. The purchaser Two acceptable color-coated screws are:
> To remove rust s
is solely responsible for compliance with applicable local codes as to the deck’s intended use. LIGHTWEIGHT
30% to 40% less weight than
typical composite decking.
phosphoric acid
FLATheAd size #8 drive #2 Square
AZEK Deck recommends that all designs be reviewed by a licensed architect, engineer or EASY INSTALLATION
No pre-drilling is necessary, Length 2 1 ⁄4" Tip #17 Self-Drilling > In addition to the
and you can even countersink
local building official before installation. AZEK Deck will provide, at the purchaser’s request, without risk of unsightly
splitting or deck-surface
distortion.
head style Flat material 305 Stainless formulated deck
head diameter 0.313" Color Color-Matched
independent laboratory results to assist in your planning process. > Avoid using clea
the surface of th
Trim heAd size #8 x 2 1 ⁄4" drive #2 Square
STAIN RESISTANT MINIMIZED EXPANSION AND CONTRACTION
Length 2 1 ⁄4" Tip #17 Self-Drilling
> Avoid the use of
Because our deck boards don’tcontain wood Proprietary, beneficiated flax additives,
fillers, and absorb virtually no moisture, exclusive to Procell™ Technology,
they repel stubborn stain-makers like
red wine, condiments and cooking grease.
minimize expansion and contraction. head style Trim material 305 Stainless
head diameter 0.280" Color Color-Matched ice removal
DECKING, EVOLVED
MOLD RESISTANCE
For ice removal:
Procell™ Technology means solid performance,
AZEK Deck doesn’t contain wood
> Tiger Claw hidden deck fasteners hide beneath the surface
and unlike composites AZEK Deck contains no
wood fillers that can compromise deck performance.
fibers that can promote mold growth.
> Either rock salt o
preparation SCRATCH RESISTANT
to create a smooth, nail-free finish. They’re guaranteed to damage to the d
INSECT-FREE
A strong, dense surface helps prevent
Unique cellular pvc formulation
grain loss and scratching due to people
does not attract insects or termites.
Follow these guidelines for best deck installation. or pets, even in high-traffic areas.
help shorten installation time and reduce costly callbacks.
> Both of these pr
> If placing AZEK Deck materials on an existing joist structure, A B C would have to be
check to see that all joists are level, structurally sound and that expansion and contraction
> To remove residu
there are no nails or screws protruding. As a cellular pvc product, AZEK Deck materials will exhibit a small
amount of expansion and contraction with changes in temperature,
> Proper joist spacing is required for proper installation. unlike wood, whose size will fluctuate with moisture changes. stair code compl
For correct joist spacing:
In order to meet the A
>> Do not exceed 16" center to center for applications > Expansion and contraction are most significant during the
Procell Decking Systems is now AZEK Deck the following method
with deck board perpendicular to joists. 16" basic installation picture frame installa- diagonal installation installation process, and should be accounted for when working
substructure tion substructure substructure in extreme temperatures. For example, if you cut your boards
>> Do not exceed 12" center to center for A
16" on center maximum 16" on center max. joists 12" on center max. joists. during a hot afternoon, left them to sit outside overnight in
commercial applications. Attach 2x6' treated pin
joists. (12" for commercial plus additional support for treads and attach usin
>> For deck boards on a 45° angle, such as a herringbone applications) the picture frame struc- the cool air, and then install the boards the next morning, you angle brackets.
We build decks that endure,
pattern, the joists should not exceed 12" center to center. ture. (12" for commercial may notice some contraction. The best way to avoid this problem
so you can build decks to enjoy. NEW COVER AZeK deck T
[NOtE: In post-production we would mimic the lighting and soft focus of the talent as seen in the original cover.] applications) is to fasten the boards as soon after cutting as possible.
Presenting AZEK Deck, a superior decking option that is refining—and redefining— > All supports for attaching railings should be in place before
the very notion of building a deck. AZEK Deck is made of cellular pvc and virtually installing your boards. > A good rule of thumb is to fit boards tightly at the ends on Tre
eliminates the shortfalls associated with wood and composite decking. AZEK Deck
looks, feels and sounds like wood. It also has the workability of wood and offers warm days above 80° F and provide 1 ⁄16” approx. end gap stair
scratch and stain resistance that’s far superior to other decking materials. > AZEK Deck products should not be used for railing supports. on cooler days below 32° F.
stringer
AZEK Building Products has more than 20 years of experience in cellular pvc
manufacturing. We make AZEK Trim, the number one brand of trim,
and AZEK Mouldings. And now, we’re bringing our leadership and
innovation to AZEK Deck.
To see why AZEK Deck is the solid choice for building a 10 I N STA L L AT I O N azek deck brochure For more information on our full line of products and warran
Introducing AZEK Deck, the next generation of decking that
better deck, visit azek.com or call 877-ASK-AZEK.
will transform your very notion of building a deck. Now wood
and composite decking are no longer your only choices. AZEK
Deck, made of cellular pvc, is engineered with our proprietary
Procell™ Technology, and virtually eliminates all the shortfalls
associated with today’s decking materials.
soLid WorKABiLiTy & BeAUTy You’ll value that AZEK Deck has
the workability of wood, while your customers will love that it
looks, feels and sounds like wood.
sUperior sCrATCh resisTAnCe Our strong, dense surface resists
scratches from screws, tools and other gear during installation,
so you can work with less worry. After installation, AZEK Deck
resists damage from everyday things like lawn furniture, dog
claws and general traffic wear patterns.
Expectations Exceeded
sUperior sTAin resisTAnCe Our cellular pvc formulation repels
natural and man-made stains such as wet leaves, fruit punch and
the ketchup from your burger.
TRULY LoW mAinTenAnCe Even an AZEK Deck gets dirty, but you
won’t need a power washer to clean it. A bucket of soapy water
and a rag are all you’ll need.
We’re no sTrAngers To BeTTer perFormAnCe
AZEK Building Products has more than 20 years of experience
in cellular pvc manufacturing. We make AZEK Trim, the number
one brand of trim, and AZEK Mouldings. These high-performance,
low-maintenance products have changed the trim industry in the
U.S. and Canada. And now, we’re bringing our leadership and
innovation to AZEK Deck.
Come and experience the AZEK difference, and you’ll see why
AZEK Deck is the solid choice for building a better deck.
04
Product Overview
05
06
Color, Sizes, Options
Procell Decking Systems is now AZEK Deck 07
08
Performance
09
10
Installation
12
We build decks that endure, 13
Warranty
so you can build decks to enjoy. 00 P E R FO R M A N C E azek deck brochure
Presenting AZEK Deck, a superior decking option that is refining—and redefining—
the very notion of building a deck. AZEK Deck is made of cellular pvc and virtually
eliminates the shortfalls associated with wood and composite decking. AZEK Deck
looks, feels and sounds like wood. It also has the workability of wood and offers
scratch and stain resistance that’s far superior to other decking materials.
AZEK Building Products has more than 20 years of experience in cellular pvc
manufacturing. We make AZEK Trim, the number one brand of trim,
and AZEK Mouldings. And now, we’re bringing our leadership and
innovation to AZEK Deck.
To see why AZEK Deck is the solid choice for building a
better deck, visit azek.com or call 877-ASK-AZEK.
tools required
AZEK Deck materials can be installed using the same tools you > A board that is fastened securely using two screws per joist
would use to install wood decking or composite decking. will have minimal expansion or contraction.
> Self-feeding screw guns can be used
> We recommend using a circular saw with a fine-toothed,
> This means that it is possible to attach two boards end-to-end
if done in the manner described above.
Built to withstand a houseful
carbide-tipped finish trim blade or a 20-grit diamond-tipped
blade to achieve best results when cutting
> For all other applications, use these guidelines for board gap: of household objects.
> Safety glasses should be worn during the entire
installation process Length Board gap
AZEK Deck 12' board / "
16' board /"
Easy for deck builders to install. Easy for homeowners to enjoy. fasteners 20' board / "
AZEK Deck materials can be installed using the same fasteners you
would use to install wood or composite decking.
These guidelines will direct you through the AZEK Deck installation process. Most contractors care and maintenance
> Due to the long-lasting durability of AZEK Deck products, we
will find this process very similar to the installation of a traditional wood deck, with a few recommend that you use a high-quality fastener that meets the To keep your AZEK Deck looking its best:
following specifications:
minor considerations. The following pages depict installation methods that are recommended > It is recommended that you wash a deck periodically to
>> Stainless Steel
by the manufacturer. Keep in mind that these guidelines may not cover every installation >> Minimum Screw Size: #7 remove grease, dirt and debris.
scenario you may encounter. Since each installation is unique in its performance requirements, >> Minimum Length: 2 / "
> Use a liquid soap such as dish or car wash detergent in
the ultimate installation method used is the sole responsibility of the installer. AZEK Deck > Color-matched stainless steel fasteners are also available. combination with a garden hose and towel.
claims no liability or responsibility for the improper installation of this product. The purchaser Two acceptable color-coated screws are:
> To remove rust stains, use a household cleaner with
is solely responsible for compliance with applicable local codes as to the deck’s intended use. phosphoric acid as the active ingredient.
size #8 drive #2 Square
AZEK Deck recommends that all designs be reviewed by a licensed architect, engineer or Length 2 ⁄" Tip #17 Self-Drilling > In addition to the cleaners mentioned above, specially
local building official before installation. AZEK Deck will provide, at the purchaser’s request, head style Flat material 305 Stainless formulated deck cleaners are readily available in stores.
head diameter 0.313" Color Color-Matched
independent laboratory results to assist in your planning process. > Avoid using cleaners containing abrasives that will dull
the surface of the deck.
size #8 x 2 ⁄ " drive #2 Square
Length 2 ⁄" Tip #17 Self-Drilling
> Avoid the use of rubber-backed mats.
head style Trim material 305 Stainless
head diameter 0.280" Color Color-Matched
For ice removal:
> Tiger Claw hidden deck fasteners hide beneath the surface > Either rock salt or calcium chloride may be used without
preparation to create a smooth, nail-free finish. They’re guaranteed to damage to the deck surface
Follow these guidelines for best deck installation. help shorten installation time and reduce costly callbacks.
> Both of these products may leave a white residue, which
> If placing AZEK Deck materials on an existing joist structure, would have to be cleaned from the deck later.
check to see that all joists are level, structurally sound and that expansion and contraction
> To remove residue, rinse with water or a soap/water solution
there are no nails or screws protruding. As a cellular pvc product, AZEK Deck materials will exhibit a small
amount of expansion and contraction with changes in temperature,
> Proper joist spacing is required for proper installation. unlike wood, whose size will fluctuate with moisture changes. stair code compliance
For correct joist spacing:
In order to meet the AC174 Requirement for stair loading,
>> Do not exceed 16" center to center for applications > Expansion and contraction are most significant during the
the following method of construction is necessary:
with deck board perpendicular to joists. installation process, and should be accounted for when working
>> Do not exceed 12" center to center for in extreme temperatures. For example, if you cut your boards
16" on center maximum 16" on center max. joists 12" on center max. joists. during a hot afternoon, left them to sit outside overnight in
commercial applications.
joists. (12" for commercial plus additional support for
>> For deck boards on a 45° angle, such as a herringbone applications) the picture frame struc- the cool air, and then install the boards the next morning, you
pattern, the joists should not exceed 12" center to center. ture. (12" for commercial may notice some contraction. The best way to avoid this problem
applications) is to fasten the boards as soon after cutting as possible.
> All supports for attaching railings should be in place before
installing your boards. > A good rule of thumb is to fit boards tightly at the ends on
warm days above 80° F and provide ⁄ ” approx. end gap
> AZEK Deck products should not be used for railing supports. on cooler days below 32° F.

25. We Build
Brand Experiences
Positioning, Architecture, Naming
Identity & Development
Communications Planning & Design
Packaging & Point-of-Sale Programs
Environment Design & Signage Systems
Collateral & Publication Design
Online & Motion Graphics
Event & Promotion Branding
Trade Booth Design & Show Support

26. Thank
You
We’d be honored to help with your
branding and design challenges.
Please contact:
Patrick Weas
The Thorburn Group
701 North First Street
Suite 121
Minneapolis, MN 55401
direct 612 886 2391
fax 612 886 2548
patweas@thethorburngroup.com