AF Scorecard™ - Trueform Concrete
- Michael Bustin
- Aug 26
- 4 min read
Updated: Oct 24
Unleash the Audit
We cracked open a material experience from Trueform Concrete - handcrafted concrete products made in the USA. We ran it through our AF Audit Engine™ and dropped it on the AF Five Scorecard™.
The verdict? A brand with strong products, but a kit that missed key chances to show up with pride, punch, and presence.
Let’s break it down.
The AF Five Scale™
The new standard for material + brand experiences. It’s not about budget. It’s about impact. From flatline to unforgettable, here’s how the scale stacks up:
MIA → Missing in Action. Category left blank. No brand experience delivered.
AF1 → Needs Major Attention. Flatline kit. Huge opportunity for impact.
AF2 → Emerging Potential. Spark’s there, but buried under beige.
AF3 → Solid Foundation. Reliable + functional, not unforgettable.
AF4 → High Impact. Polished, memorable, strong presence.
AF5 → AF Elite. Unforgettable. Shared. Talked about long after.
The Chase
How fast, smooth, and spec-friendly is the ordering journey from interest or click to samples in hand?
Findings:
✅ Online ordering nailed: simple. Smooth & done.
✅ Tracking + updates = seamless
Final AF Score: AF4
Arrival Vibes 📦
Does the box bring pride + energy the second it hits the doorstep?
Findings:
❌ Shipper box (plain Kraft.)
❌ No branding (no box printing, labeling, tape, etc.)
❌ No messaging or call to action (CTA) on box.
Final AF Score: AF1
Unbox Effect 🎁
When the lid lifts, is it drama or just another box of stuff?
Findings:
⚠️ Emotional reaction - meh.
❌ The unboxing started random, not refined.
❌ No biz card, collateral, tech info or swag in box.
❌ Foam failed - first sight was a torn corner.
❌ Box of silence - no story told.
❌ Unboxing felt like shaking dice, not unveiling materials.
Final AF Score: AF1
Boxcraft 🧱
Is the structure, layout, and design of the box dialed in, durable, and brand-right, or just a container?
Findings:
❌ Box falling apart before it even hits the desk.
⚠️ Outside of box lacked punch - just a logo.
❌ No story - no CTA - no spark.
❌ Edges + corners cracked/torn - first impression busted.
❌ Fingerprints told the story before the brand did.
❌ Friction fit lid (loose = careful handling required.)
❌ Sample dust/residue everywhere - not premium - not a pleasant touch.
Final AF Score: AF1
Fit + Finish 🔍
Are the details dialed in — clean cuts, sharp labels, flawless samples, or do flaws ruin the moment?
Findings:
✅ Built-in felt slip sheet = scratch-free, smart protection, nice touch.
❌ Crooked labels, smudges and inconsistencies.
❌ Labels just tags, not brand tools.
❌ Not all cuts square — not all samples equal in size.
❌ Surface haze + flaws took the edge off the finish.
❌ Dusty + chalky feeling undercut the hands-on feel.
Final AF Score: AF2
Claim Check 📑
Does the kit deliver the proof — tech data, performance specs, warranties, certifications — or just claims without backup?
Findings:
❌ MIA. No data, certs, specs warranties, etc.
Final AF Score: N/A
Green Truth 🌱
Does the kit back its sustainability talk (i.e. recycled content, certifications, transparency, etc.) with proof?
Findings:
❌ MIA. No story, certs, claims, recycled content, etc.
Final AF Score: N/A
Overall AF Score: AF2
Findings:
A kit with craftsmanship potential. Spark's there, but buried under beige.
Next Level Moves 🚀
This AF Score is just the start. Here’s how to level it up:
Quick Wins
Cut samples square and consistent.
Clean the box and samples before shipping.
Square up labels and watch for smudges.
Add branded collateral and product info to tell the story.
Power Moves
Build you origin story into the packaging.
Rethink the unboxing experience so it’s “wow” and not “meh.”
Redesign sample box structure for integrity and drama.
Tighten QA/QC to protect that premium concrete vibe.
Your brand has the goods. Now make sure the world sees them at their best.
Audit Over. Game On.
We dropped the AF Five Scorecard™. Trueform Concrete landed at AF2.
Now it’s your turn. Want to know how your material experience stacks up? Send your kit. We'll unleash the audit.
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👉 Use #MaterialAF when you share your kit.
Material AF™ - Material Brand Audit Disclaimer
The Material AF™ - Material Brand Audit™ is my independent, unbiased review based on 25+ years of experience and 45+ criteria across design, presentation, storytelling, and material quality. Ratings reflect one moment in time and are intended to help brands elevate their material and brand experience. These results are my own opinions and shaped by what landed on my desk (e.g. the look, the feel, the story, the whole vibe.) I’m not paid or sponsored by any manufacturer. If you crush it, you get the glory. If you fall short, you get the insight to level up.