Zoe Palmer
From national services provider to global automation leader
When your existing brand can't contain what your business has become, growth stalls — not because the product isn't ready, but because the market...
A strong business with a weak brand isn't a creative problem. It's a positioning problem. Formline had built 25 years of genuine capability and client trust. Their brand identity said none of it.
The challenge
Formline Group is a family-owned workplace design and construction business that had been quietly excelling in regional NSW for over two decades. End-to-end capability, deep client relationships, a clear vision for where the business was heading. But their brand identity — built for an earlier version of the business — had fallen well behind. It didn't reflect their quality, their positioning, or the long-term direction the leadership team had set.
They were, as they put it themselves, Tamworth's best-kept secret. The goal was to stop being a secret.
The work
We started where brand work should always start: with positioning. Before any creative direction was considered, we worked with the Formline team to get clear on what the business stood for, who it was for, and what it needed to convey to the clients they wanted more of. That meant understanding their business strategy, mapping their ideal clients, and defining the brand platform that would make the identity decisions obvious rather than subjective.
From that strategic foundation, the brief for the brand identity was clear: clean, minimal, sophisticated — and immediately recognisable across everything from marketing collateral to hard hats and billboards. A brand that could grow with the business, not date with it.
The outcome
A brand identity that the Formline team were proud to take to market — and one that resonated immediately. Key clients who saw it early described it as trusted, professional, sophisticated, and clever. Precisely the words the positioning strategy had been built around.
"Brand chemistry exceeded our expectations. With an efficient process and an expert team, they answered directly to our needs in delivering a brand identity that is not only aesthetically pleasing but strategically aligned with our long-term vision and resonates with the Formline client base."
Karyn McDonald, Business Strategy Manager, Formline Group
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