Strategy
Fibre King was a small/medium-sized Brisbane engineering firm that wanted to expand its export business and double its turnover without any extra shareholder investment. We put together an ambitious strategy which was followed to its end as a team effort.
Within five years, Fibre King established an international brand and manufacturing operations, launched an export brand, became a preferred supplier to the world's largest corporations, and more than tripled its turnover organically without any extra capital investment despite a global downturn.
Branding
Fibre King's branding needed a refresh. The logo had evolved throughout time and been re-typeset and re-drawn. The main icon and typography were clean enough to use, but the overall brand aesthetic was that of a small engineering shop, not the international brand it aspired to be. By decluttering and adding more white space, the brand was modernised. The new brand look was rolled out across all marketing collateral.
Copywriting
One of the most notable aspects of this client's transformation involved their corporate culture. Fibre King had been in operation since 1926, and staff were both proud of their Australian heritage and used to a certain modus operandi. A careful internal communications strategy and campaign smoothed the way for restructuring the local operations, integrating a new international brand, opening an offshore factory and then doubling the workforce.
Testimonial
“Anita has been employed as a contractor to the RLW Group for the past 6 years. During this time, she has directed the brand development and transitioning of our manufacturing entities, Fibre King and Oryx Automation, as well as brand management for all of the group's entities. She provided much-valued support in the relocation of our manufacturing operations to Thailand.
Anita’s advice and support have been instrumental in driving the success of our group as it transitions from a domestic manufacturer to that of a global operator.”
Greg Windsor, Director, RL Windsor Group (2014)
Deliverables
➔ Brand audit
➔ Brand strategy
➔ Market research
➔ Art direction
➔ Design
➔ Copywriting
➔ Project management
➔ 360° brand management 2008 – 2014