Tallwood manufactures buildings. The company aims to shake up the New Zealand building industry by demonstrating a better way to build, utilising digital design and offsite manufacture. The company was formed out of the amalgamation of Tall Wood – a two-year old start-up – and Stanley Modular, which has been established for 16 years and is part of the Stanley Group. The new company provides design, manufacture and assembly of buildings at scale, so their audience is not individual home buyers but rather other businesses, eg developers, social housing providers and government agencies.
We had worked with Tall Wood before on the sales campaign for The Grounds. They came to us with the news that they were joining forces with Stanley Modular. Tall Wood would bring their digital design knowledge and Stanley Modular would bring its ability to deliver at scale. The Board of Directors asked us to help clarify their promise to the market and launch the new business.
A series of workshops helped identify and clarify ambitions for the new entity and avenues to achieving them. Together we created a picture of an ideal future where Tallwood led a far more mature and sophisticated prefabrication industry. Being a catalyst for an industry-wide shift toward offsite manufacture would mean that New Zealanders had access to more affordable, sustainable, high-quality homes and buildings. This was a goal the Board felt was worthy of their effort. From a range of promise options they chose the most ambitious – the promise that Tallwood would be a change agent.
Once the brand architecture was in place, Lion’s Share developed a visual identity for the new company and identified a number of key audiences who Tallwood will communicate with regularly through LinkedIn and Offsite, a quarterly EDM about prefabrication. We created Tallwood’s website and its content, including a suite of case studies, blog pieces and a Design Guide to show architects how to conceptualise buildings that can be manufactured by Tallwood. Lion’s Share also armed the executives with a sales deck to help tell the Tallwood story in a way that would win the company contracts.
Tallwood has launched with a new website that reflects their scale, substance and promise to the market. They are underway with several projects, including a medium density apartment and terraced house development in the HLC-managed Māngere Development. Tallwood’s project will increase the supply, quality and speed to market of new state homes.