For more than 20 years, Fencepac has been defining a reputation for excellence in commercial and residential fencing. During this time, Fencepac became recognised as industry experts, trusted for quality, value, efficiency and their focus on exacting precision.
In 2016, Fencepac reached a point where their brand no longer represented their strengths or their wide variety of solutions now on offer. In particular, the brand wasn’t reflecting their performance in the commercial sector now that they delivered some of Australia’s largest fencing projects.
Fencepac invited DAIS to develop a brand strategy for them. DAIS identified that the strategy needed to be about more than just a new logo. It was imperative that it clearly communicated who they are, what they do and also drive internal cultural alignment.
The objectives DAIS identified for the new brand were a need to make the brand more visible in the marketplace and be seen as a respected force in their industry. They also needed to be recognised for their capability, precision craftsmanship, quality product and tier-one clientele.
The new brand DAIS developed took cues from the very nature of Fencepac’s services that literally define a project’s borders and boundaries. There was a need to build into their new brand a sense of structure, safety and visual appeal to their identity, just like they do with their fencing.
DAIS defined the structure of their brand, developing the language and tools to communicate, helping them identify and bring clarity to the true value that is offered by their complete range of services and depth of capability.
Visually, the stencil style from their previous logo was retained, but given a stronger, more contemporary feel. Importantly, the bold orange and grey colours are used to signify high-visibility and safety. DAIS designed a full suite of stationery and collateral for them including a suite of modular tendering documentation. This ensured consistency of brand through everything their customers see, touch and experience.
Their new brand is a strong foundation for Fencepac to be able to construct their future success. DAIS continues to work with Fencepac to develop and sustain their brand processes, engage their staff, and to hone their sales processes and marketing strategy.