Lowdown

It all started with a name that no longer fit.

Timber Insight had built a solid reputation maintaining Western Australia’s critical infrastructure – bridges, and other essential structures across the region. But there was a problem. The name suggested they only worked with timber, when in reality, they were experts in steel and concrete as well.

The solution? A strategic rebrand that would do more than just change a name – it would reshape the entire business structure.

Enter Asset Worx.

The new brand would take on all infrastructure maintenance operations, whilst Timber Insight would pivot entirely and return to its roots as an events-based business, providing insights and networking opportunities for sustainable building and timber construction professionals. And critically, Asset Worx needed to visually align with its sister brand, Asset Engine – the asset management platform that supports the same client base.

But before any creative work could begin, thebox developed a comprehensive transition strategy. This wasn’t just about announcing a new name, it was about protecting existing client relationships whilst establishing credibility for three distinct entities.

We mapped out potential concerns, and developed targeted messaging frameworks that positioned Asset Worx as ‘WA’s Leading Partner’ with the same trusted team, WALGA approval, and ISO accreditation clients relied on. We crafted distinct messaging for all three brands, ensuring each had a clear voice and value proposition.

The strategy extended to communications planning, identifying the right channels for each audience. Each touchpoint was considered, each message tailored.

But a name change in the infrastructure sector isn’t something you rush. Existing clients needed time to understand and trust the transition. That’s where the phased rollout strategy came in. Rather than an abrupt switchover, we developed a three-phase approach based on client sentiment. Each phase progresses only when clients are comfortable – prioritising relationships over arbitrary timelines.

With this strategic foundation in place, the creative work could begin.

thebox was tasked with creating a brand identity that could stand on its own whilst clearly connecting to the Asset Engine family. The solution lay in a monogram that echoed the visual language of Asset Engine’s interlocking ‘ae’, but with its own distinct personality.

The Asset Worx ‘AW’ monogram features letterforms that connect like intersecting roads – a visual metaphor that mirrors Asset Engine’s overpass intersection whilst speaking to the infrastructure sector Asset Worx serves. Rendered in grey, the icon directly addresses the rebrand’s core purpose: signalling expertise in concrete and steel, not just timber.

The result is a rebrand that doesn’t just solve a naming problem. It creates a clear structure for a growing family of brands, each with their own purpose, whilst protecting the trust that’s been built over years of quality work.