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Your product gets chosen, swapped or defended by people you rarely meet. Architects specify. Builders substitute. Installers talk each other out of things. We research how those decisions really get made, then design the brands, websites and services that change them. One team, from first interview to launch.
Why an architect or engineer picks one product over another, and what they need at the moment they decide. Then we design the product information, tools and content that answer it.
Where your product gets challenged when costs are cut, and the technical content and evidence, designed and in the right place, that keeps it in the drawings.
Why builders and installers substitute, from price and availability to habit. Then a brand and trade experience that makes yours the obvious choice on the day.
Where ordering, delivery and support break down, and websites and services redesigned so trade customers find what they need and come back.
We go where the decisions happen. Plants, call centres, delivery runs and conversations with the people who specify, build and install.
Interviews with architects, builders, installers and specifiers
Plant visits, delivery ride-alongs and call centre listening
Mapping who decides, who influences and who can swap
A review of your sales, service and website data
Where specification is won, lost and swapped
The evidence each role needs before they trust you
Where ordering, delivery and support let customers down
Opportunities ranked by commercial impact
One view shared by product, sales, technical and marketing teams
Brand identity, websites and product tools for trade, specifiers and homeowners
Design systems and navigation shared across a family of brands
Prototypes tested with real builders, installers and specifiers
Support for your developers through build, testing and launch
Research tells us what to design. Design is where it pays off. Most projects combine both: a shared picture of how your market decides, and the brand, websites and systems that act on it.
Brand.
Brand identity, positioning and execution. This includes brand development, colour, type, photography and tone of voice (like the full PGH rebrand.)
Design systems.
One component library that runs several brand websites, as it does for CSR, Gyprock and PGH.
Websites and product tools.
Built around how trade, specifiers and homeowners search, compare and choose.
Decision chain maps and service blueprints.
Who specifies, who swaps, and where ordering and delivery break down.
Prioritised roadmaps.
Agreed across product, sales, technical and marketing teams.
They helped refine, distil, and demystify the scope of our projects from the very beginning, breaking down complex challenges into manageable, actionable steps. A key feature of the projects was the thorough in-depth research and an iterative design process.
Brand & CX Manager
CSR
Most research firms hand over a report. Most design agencies start from the brief. We do both, so what we learn from builders and specifiers ends up in the brand, the website and the service, not in a deck.
At CSR, research showed visitors didn't know Gyprock, PGH and Bradford were CSR brands. The brief was one website. The answer was a connected network, with navigation that moves customers between brands and shows whole systems, not single products.
At Heidelberg Materials, deliveries were booked by an algorithm without on-the-ground know-how, leaving customer sales reps to cover for overbooking. Time in call centres, plants and delivery trucks showed where bookings and updates broke down, and gave the business a clear roadmap to fix them.
Research and design that turned csr.com.au into the front door to a family of building brands, with one design system across CSR, Gyprock and PGH.
Research from quarry to site, including call centres and delivery ride-alongs, reshaped how concrete bookings and customer updates work.
A full rebrand and website for one of Australia's leading brick makers, built on a design system shared with CSR and Gyprock.
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