After four agencies, Formanova nearly gave up on finding one that worked.
After four agencies, Formanova nearly gave up on finding one that worked.
After four agencies, Formanova nearly gave up on finding one that worked.
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About
Formanova are premium architectural metal fabricators. Brass, copper, stainless steel, their own R-Zero™ profile, the kind of bespoke metalwork that ends up in luxury homes and landmark venues. Their work is in places people know: the Observatory, At The Heads, Reine & La Rue in the old Stock Exchange building, the Royal Melbourne Home Lottery house, Transit rooftop, and a long list of high-end residential projects.
Challenge
By the time Formanova came to us, they'd cycled through four agencies. Four. None of them had cracked it, and understandably, they were losing hope that anyone could.
That's a tough position to inherit. A client who's been let down four times isn't looking for promises, they're looking for proof. And the brief underneath it was genuinely hard: how do you take a metal fabricator, a trade most people picture as sparks and workshops, and position it as a premium authority worth landmark projects and premium prices? The work was already that good. Nobody had managed to make the brand match it.
Strategy
We built a strategy around who Formanova actually are, then produced against it, relentlessly.
Position it as the premium it is. We set out to present Formanova the way the work deserves: considered, high-end, architectural. Not a workshop that takes orders, a specialist people seek out.
Make them the authority in metal. We positioned Formanova as the people who know this material better than anyone, and built content to prove it. Showing how they think, how they work, and the detail most clients never get to see turned expertise into something you could feel.
Show the craft end to end. We captured how they work, how they interact, and how finished metalwork actually comes together, from pre-production and sheet metal through to finishing and install. The process is the product here, so we made the process the story.
Build on pillars, and keep it constant. We mapped the content pillars that make up the foundations of who Formanova are, then delivered a consistent, constant flow of media production against them. Not a campaign that spikes and disappears, an always-on engine built to generate leads month after month.
And it's not one brand. We're helping Formanova build their brand and launch a second one, Metalflow, from the same foundations.
Outcome
Over fifty projects together in a single year, and still going. We took a client who'd given up on agencies and became the team they produce with every month, across both brands, as they grow.
Formanova now looks like what it always was: a premium authority in metal.
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