Fibonacci
A Brand Like No Other
Background
Fibonacci Stone, a proud family-owned company based in Melbourne for 20 years, supplies terrazzo to more Australian projects than any other company across the residential, retail, hospitality, corporate and commercial sectors.
The business has been growing strongly in recent years (actually thriving throughout the Covid period), expanding its footprint throughout Australia and beyond into the US, New Zealand and China.
Traffic was appointed to help determine a strategic platform as a foundation for the rebrand to Fibonacci (from Fibonacci Stone), one which would help guide the brand towards delivering against their future aspirations, and set the business up for further managed future growth.
Approach
Via a series of 1-1 interviews, a thorough investigation of the customer journey was undertaken to understand the role that Fibonacci played in the lives of their key clientele (architects, specifiers, designers), where we identified opportunities to amplify the existing experience. This design-savvy audience had an affinity and respect for Fibonacci, and we needed to take them on the ‘journey’ with any evolution of the brand.
This external perspective was supplemented with a full-day Traffic Brand Metabolism workshop with all of the key business stakeholders where we uncovered a series of differentiating attributes about Fibonacci’s business philosophies and principles, their approach to creating unique designs, their game-changing end-to-end manufacturing approach, and dynamic drive and ambition.
Solution
The strategic foundations led to a new brand promise that reflected the philosophy, approach and drive of a disruptive category leader: Like No Other. It is a simple three-word credo that sets a clear agenda for every aspect of the brand, internally and externally.
This thought was delivered via a redesign of the existing brandmark and all associated visual language across all touchpoints, including new brand collateral, corporate materials, instruction guides, stationery, product labels and an innovative packaging solution.
We also enacted new digital assets and social campaigns directing customers to a new website that we designed and built, which includes product sample ordering, Craft CMS platform and SalesForce integration.
