Fenner Dunlop
From product supplier to solutions partner.
Australia’s leading conveyor solutions provider
Challenge
Unite an expanding business under a single, strategically aligned brand.
Insight
Customers needed an engineering partner capable of delivering complete conveyor solutions, not just conveyor belts.
Platform
So much more under our belt
Outcome
Repositioned the business around its complete engineering capability, creating a stronger and more relevant market proposition.
Overview
Following a series of strategic acquisitions, Fenner Dunlop Australia had evolved from a conveyor belt manufacturer into a provider of fully integrated conveyor solutions.
The challenge was to unify its expanding products and services under a single brand and reposition the organisation within the mining sector as a complete conveyor solutions partner.
The Thinking
Customers still associated Fenner Dunlop with conveyor belts, despite the business evolving into a provider of complete conveyor solutions.
The opportunity wasn’t to redefine the company’s heritage, it was to build upon it. The platform So Much More Under Our Belt celebrated Fenner Dunlop’s legacy while communicating the depth of expertise, engineering capability and integrated solutions the business now offered.
The Strategic Response
Developed a strategic positioning that united the organisation’s engineering expertise, products and services under a single, compelling brand narrative.
The platform was brought to life through a refreshed communication framework, visual identity and integrated marketing system, creating consistency across advertising, digital, sales collateral, corporate communications and customer engagement.
Implementation
The new positioning was implemented across all customer and employee touchpoints, including website redevelopment, sales and marketing collateral, corporate communications, video production, photography, presentation materials and internal communications.
The rollout created a consistent brand experience that aligned multiple acquired businesses under a single narrative and strengthened Fenner Dunlop’s position as Australia’s leading provider of engineered conveyor solutions.
The Impact
Repositioned the business as a complete conveyor solutions partner.
Brand Evolution
Built on the company’s heritage while redefining its future direction.
Shifted customer perception beyond conveyor belt manufacturing.
Strategic Narrative
Created a unifying platform that connected products, services and expertise.
Aligned story telling across every customer touchpoint.
Brand Consistency
Unified communications across an expanding national business.
