Directitude: Building a Brand Across Melbourne's Best Fitouts
Directitude: Building a Brand Across Melbourne's Best Fitouts
Directitude: Building a Brand Across Melbourne's Best Fitouts
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About
Directitude (DM) are hospitality fitout and joinery specialists. They're the ones behind the spaces, the bars, the booths, the detailed joinery that makes a venue feel considered the moment you walk in. Their work sits inside some of Melbourne's most recognisable rooms: the restored Angel of Malvern and the wider Malvern Collective precinct, At The Heads out on the Barwon Heads pier, and Disuko, the 80s-Tokyo rooftop and cocktail bar on Bourke Street.
Great build. The problem was that almost nobody outside the room knew DM had done it.
Challenge
When DM came to us, they were already working with another agency, and it wasn't landing. The content wasn't doing the job, the brand wasn't building, and they weren't getting what a business of their calibre needed. So they made the call to switch, and we came in to take it over.
That's a harder handover than starting fresh. You inherit half-finished work, a brand that hasn't found its feet, and a client who's understandably wary after being let down once already.
And the work itself is genuinely tricky. A fitout company's best work lives inside venues it doesn't own. Every project means two sets of stakeholders with their own brands to protect: Directitude, and the venue operator, whether that's the group behind the Angel or the team at Disuko. Capturing the fitout without stepping on the venue's brand, and still coming away with content that builds DM, takes coordination most production shops don't bother with.
Strategy
We started by getting the brand right, then built everything off it.
One brand, built properly. Before we pointed a camera at anything, we worked out what Directitude actually stood for and how it should look and sound. Everything after that fed one consistent brand, instead of a pile of nice clips with nothing holding them together.
Media production across the portfolio. We captured DM's work venue by venue: the joinery, the detail, the finished fitout, shot to make the craft the hero. Each space is different, so each shoot was built for the room, from a heritage pub to a CBD rooftop.
Every stakeholder in the room. This was the part the previous setup missed. We brought Directitude and each venue's operators into the process, so everyone's brand was protected and everyone walked away with content they'd actually use. That's how you keep a fitout client and keep the venues happy to be filmed.
Recruitment, handled too. A fitout and joinery business lives or dies on good trades. So we produced recruitment content as well, helping DM attract the people who deliver the work, not just win the next project.
Outcome
Directitude developed with a clear identity and presence with a growing body of content behind it, built across a run of landmark Melbourne venues. We took them off an agency relationship that wasn't working and became the team they rely on for media and brand, across every project and every stakeholder in it.
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