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Firma Group delivered exceptional construction and development work, but the brand didn't reflect it. The visual identity was fragmented, the digital presence underperformed, and the gap between quality and perception was costing opportunities.
Melbourne's premium construction market is dominated by established names with decades of brand equity. Firma's opportunity was to position as the builder that thinks like a brand, not just a tradesman.
We built a brand ecosystem engineered for boardrooms and building sites. One identity that holds its own in a tender pitch and on a hoarding, so the brand carries the same weight as the work.
Antimony delivered a complete brand repositioning and design system, all brand collateral and pitch decks, a messaging framework and content strategy, capability and tender documentation, and a go-to-market strategy built on customer research and competitive analysis.
The design system unified Firma's service lines under one cohesive identity. Messaging, visual language and collateral presented a premium builder operating with the strategic rigour of a design-led group.
Capability and tender documentation and pitch decks were designed to match the positioning. When Firma walks into a pitch, every document reinforces the same quality story.
The repositioning drove a 52% increase in qualified project enquiries, a 38% uplift in average project value and a 64% rise in repeat and referred clients. Firma won 2x more projects in target Melbourne suburbs, lifted its tender shortlist rate 70% on key commercial projects, and grew email and CRM contacts 145%.
