How can we create a new direction for the brand?

Warner Construction is a well-established steel fabrication company based in New Plymouth and Taupo. It has been built from scratch to become a $100 million company over 40 years.

With the company leadership passing from father to son it was a time to bring a fresh impetus to the business and elevate the Warner brand’s market presence and help compete for higher value projects.

Operationally and culturally Warner was very strong. It just lacked a sense of purpose and meaning to focus its value proposition and to present itself like a bigger company.

Working closely with Warner’s team and customers, we developed a new brand platform: Made of Steel. This spoke to the steel craft of the business, the determined character of Warner’s team and also their commitment to encouraging greater resilience in the local community.

Made of Steel has been developed into a programme of brand identity, sales collateral, social media and marketing communications.

The Outcome
The Warner team loves Made of Steel. In a short period of time it has become a motivating part of their identity and the marketing programme has generated a significant amount of new attention and helped generate new sales enquiries.