CXD – Our key to bringing creative freedom to architecture.

Introduction

True creativity often gets overlooked in today’s architectural landscape, where off-the-shelf solutions are the norm. Architects dream of spaces that tell stories and invoke emotions, but achieving those visions can be a challenge when most of the market offers standard products or when their vision clashes with budget constraints. This is where ECOTONE steps in with our Customer Experience Design (CXD) process. This collaborative design service helps architects break free from the limitations of ready-made solutions or budget concerns and fully realise their unique concepts.  Not to mention, the CXD process also helps overcome compliance restrictions by offering alternatives that capture the design intent when certain materials can’t be used.

From Bold Ideas to Real-World Solutions

As an architect, bringing an ambitious design to life comes with several challenges. Aside from the limited creative flexibility that standard products offer, there’s another major hurdle: the cost and maintenance of traditional materials. While original materials may capture the desired aesthetic, they often come with a high price tag and ongoing upkeep requirements. This can force architects to explore alternative solutions that deliver the same design intent but at a fraction of the cost, with far lower maintenance. 

In some cases, compliance requirements can also limit the materials you can use, forcing you to explore alternatives that offer both visual appeal and regulatory approval.

Here’s the problem: standard, off-the-shelf coatings and finishes might save money upfront, but they often lack durability, customisation, or compliance issues to truly capture the spirit of the architect’s vision.

This is where ECOTONE’s CXD process makes a world of difference. By working closely with architects, we can create custom finishes that reflect the original design intent and come with practical benefits—lower cost, less maintenance, compliance issues and long lasting solutions. Whether it’s due to budget constraints or compliance limitations, CXD allows you to maintain your design intent without sacrificing functionality or aesthetics.

How our CXD process works : 

At ECOTONE, we believe that true creativity should be encouraged, not limited. The CXD process allows us to offer bespoke solutions that balance cost-effectiveness and design integrity. Here’s how it works, step by step:

Step 1: Starting with the creative brief to understand your dream

Every CXD project begins with a conversation. We sit down with you to understand your vision and needs—whether it’s a highly detailed concept or just an idea in your head. From there, we dive into the specifics. What kind of mood are you aiming for? Are there particular textures, colours, or materials that are key to your design? Any compliance issues? This stage is all about getting to know your project inside out so we can deliver precisely what you’re imagining.

Take the Macarthur Anglican School project as an example. The design called for a seamless transition between the internal timber elements and the exterior soffits. However, due to strict bushfire compliance, real wood wasn’t an option for the exterior. Using our CXD process, we crafted a specialised wood grain finish applied to grey compressed fibre cement cladding soffits, perfectly mimicking the internal timber while meeting fire safety standards. This custom solution captured the natural warmth of timber while offering the practicality and durability required for the environment—demonstrating how CXD enables architects to achieve both design integrity and compliance.

Step 2: Exploring Alternatives with Science & Technology

Once we understand the creative brief, we brainstorm ways to bring it to life in a way that captures the design intent while fitting the budget. We explore different materials, textures, and colours that offer the same visual impact as original materials but come at a fraction of the cost and are far easier to maintain.

Our team uses science and technology to experiment with various finishes that reflect your aesthetic goals while reducing long-term maintenance. By carefully crafting colours, finishes, and textures with our products, we ensure the final result doesn’t just look great—it’s also cost-effective and designed to last.

Check out our latest work at Carlaw Park, where we recreated the Corten look without the ongoing rust issues! 

Step 3: Custom Samples

After brainstorming, we move into sample creation. Here, we craft custom samples that give you a real, tangible sense of how the final product will look and feel. These samples aren’t pulled from a catalogue—they’re created specifically for your project, reflecting the exact colours, textures, and finishes you envision.

This is an opportunity for you to see how our innovative coatings and finishes can mimic high-end materials at a lower cost, without sacrificing the original design intent. And if adjustments are needed, we’re here to make them. 

Step 4: Feedback and Refinement

Architecture is about the details, and refining those details is crucial to getting the design just right. We review the samples with you—either onsite or in the office—and invite you to provide detailed feedback. Whether it’s tweaking a texture or fine-tuning a colour, we’ll work with you to make the necessary changes until the design fully aligns with your expectations.

Throughout this collaborative process, we aim to create solutions that deliver not only on aesthetics but also on budget and practicality. By offering alternatives that require less maintenance over time, we ensure your project is as functional as it is beautiful.

Want the seamless monolithic look inside and out? Follow our story on how we transformed plasterboard into a concrete finish inside, to match the outside!

Step 5: Finalise and Approve

Once we’ve fine-tuned the samples, you’ll give your final approval, and we’ll move into production, ensuring the process stays on track with your project timeline.

Step 6: Experience the ECOTONE WOW Moment

As your project comes to life, you’ll experience that WOW moment—the one where your vision is fully realised, within budget, and with the confidence that the result is both stunning sustainable and low-maintenance.

Have a creative design brief in mind?

At ECOTONE, we understand that every architectural project is unique, and that’s why we offer more than just coatings. With our CXD process, we become your creative partner, working alongside you to deliver a finished product that captures your original vision down to the finest detail.

Ready to bring your design ideas to life? Get in touch with us today, and let’s start creating something truly extraordinary together.