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AlumaTEX

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Company:

AlumaTEX (Oxworks)

Location:

Brisbane

Services:

Brand Rollout, StoryBrand Copywriting, Render Management, Product Brochure, Custom Website Design and Development

Oxworks asked us to help them launch AlumaTEX, a brand new architectural product line of Australian-made aluminium that looks, feels and weathers like timber.

Challenge

AlumaTEX sits in a competitive category where architectural specifiers have long-standing relationships with established suppliers. Oxworks had the manufacturing capability, the technical innovation and 20+ years of construction industry credibility behind it, but AlumaTEX itself was new. The brand needed to land in the market with the polish and authority of a category leader from day one.

The audience was specific and demanding. Architectural firms specifying products for high-end domestic and commercial projects need fast, technical, credible information. They want compliance detail, finish samples, BIM files and confidence in supply. A glossy brand wouldn’t be enough on its own.

We needed to build the brand presence, sales tools and digital infrastructure to launch AlumaTEX into the architectural specification market with confidence.

Strategy and Approach

With only a logo to work from, our graphic designer effectively built the AlumaTEX brand world as she designed the product brochure. Colour palette, typography, style, the overall look and feel, all of it was developed in tandem with the first major piece of collateral.

From there, we mapped the full specifier journey, from first awareness through to sample orders. That journey shaped every deliverable. The website needed to do the heavy lifting on product education and sample requests. The brochure needed to be high-impact, pushing people back to the site for the full range. And because AlumaTEX had no photography, we partnered with Art Solutions to deliver a launch-ready 3D render library, with iCreate managing the process end to end.

Trained in the StoryBrand framework, our copywriter positioned the architect and builder as the hero of the story, with AlumaTEX as the experienced, technically capable guide. The product’s sustainability story (locally extruded, low-carbon aluminium from Capral’s LoCAL® Green range) became a core pillar because it speaks directly to what the audience is increasingly being asked to justify on every brief.

The information architecture was built around how architects actually research a product. Three primary product types (Battens, Cladding, Slats), eight applications (each with their own context page) and a dedicated colour explorer were implemented on the website. Resources covering Care and Maintenance, FAQs, Warranty, Downloads and Installation Videos sit one click away, because specifiers want technical depth on demand.

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Final Experience

The AlumaTEX brand launched with a full digital and print ecosystem ready to support the architectural sales process from day one. The website is now generating sample requests, brochure downloads and qualified specification enquiries from architects, builders and developers across Australia.

The visual world we built leans into refined, architectural minimalism. Confident tones, considered typography and product imagery that let the timber-look finish do the talking help position AlumaTEX as a serious architectural systems brand.

Brochure

The product brochure communicates the sustainability story, product and application range, It also doubled as the testing ground for the wider brand world, with the colour palette, typography and visual style developed alongside it.

Renders

We engaged Art Solutions to produce a library of high-quality 3D renders showing battens, slats and cladding across multiple applications, finishes and angles. We managed the process end to end, working closely with both Art Solutions and the AlumaTEX team to art direct the shots, sign off on materials and colourways, and deliver a launch-ready image library.

Tablet showing the AlumaTEX home page.

Messaging

We applied the StoryBrand framework across the website and brochure, simplifying a technically dense product into language you can scan. The ‘Sustainable. Durable. Timeless.’ positioning anchors the home page hero and threads through the supporting sections, with a clear three-step pathway.

Custom website

The website was custom-designed in Figma and built on WordPress by our in-house development team. 

Custom data types were built for products, applications, colours, downloads and installation videos, giving the AlumaTEX team control to grow the site without having to ask us. A built-in sample ordering system lets specifiers add finishes to a cart and place an order from any product page, removing friction from one of the most important early steps in the specifier journey.

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† For marketing and lead gen of a property development, to achieve results, we recommend marketing and advertising budgets between 1–2% of your development's Gross Realisation (GR)