In the ever-evolving world of building and construction, staying relevant is paramount. When IND Window Fabrications (IND) found itself at a crossroads, it turned to branding agency Truly Deeply for a comprehensive rebrand that would reflect its expanded offerings and future vision.
The result is Spective, a brand that embodies innovation, forward-thinking, and a commitment to refining the future.
The rebranding has been met with enthusiasm both internally and externally. Hugh Lockie, Managing Director of Spective, praised the process and outcome: “Our clients are already all talking about the brand and how it’s positively shifting perceptions of us. Internally, people are really excited. We have long-term employees feeling invigorated about the future and proud of who they work for.”
From Windows to Comprehensive Solutions
IND had built a strong reputation in the industry, but its name and brand no longer accurately represented its full range of services. Having expanded beyond window fabrications to offer comprehensive building solutions from design to installation and maintenance, the company needed a brand that could keep pace with its growth.
Uncovering the Need for Change
Truly Deeply’s audience research revealed a disconnect between IND’s high-performance reputation and its lacklustre brand identity. Clients regarded the organisation highly, but the brand failed to excite or memorably capture the breadth of services on offer. Moreover, the similarity of IND’s name to a major formwork company was confusing the marketplace.
Crafting a Purpose-Driven Strategy
At the core of the rebranding strategy, Truly Deeply positioned Spective with a new purpose: to refine the future. This encapsulates the company’s commitment to forward-thinking leadership, industry innovation, and setting new standards in sustainable building solutions. Beyond project completion, the new strategy emphasises Spective’s aim to create a lasting legacy through contributions to buildings, people, partners, and the community.
The rebrand wasn’t just skin-deep. Truly Deeply built the new strategic brand proposition from the inside out, capturing Spective’s unique culture and defining new brand values and beliefs. This internal focus provided clarity and direction for employees, while the external layers established a fresh brand narrative, messaging, personality, and tone of voice to guide all marketing and communications.
A Compelling and Authentic Name
After careful consideration, ‘Spective’ was chosen as the new moniker. This name brilliantly expresses the company’s identity and purpose, representing a unique point of view and the ability to see things differently. It aligns perfectly with the organisation’s problem-solving DNA and its commitment to questioning the status quo in pursuit of better solutions.
Design That Embodies Excellence
The new visual identity is a striking representation of Spective’s ethos. The logo features a three-dimensional ‘S’, symbolising structural genius and design-driven problem-solving. Paired with a modern, bold font and a precisely tuned colour palette, the design exudes confidence and elegance—mirroring the quality of Spective’s products and services.
“We were a business without internal branding or marketing expertise. Michael managed to bring the team along with the strategic process in a manner that was rewarding and enjoyable. We are ecstatic with the result of the branding from Michael, Derek, and the Truly Deeply team. It suits us and the brand” added Lockie.
Truly Deeply provided Spective with a brand audit, market review, audience research, brand strategy, name development, brand identity design, website design, collateral design, copywriting, apparel design, vehicle livery, and event consultation.
About Spective
Spective is refining the future with innovative and sustainable building solutions. An integrated team of expert designers, engineers, manufacturers, installers, and project managers, they are relentless problem solvers and dedicated artisans. Spective champions products made in Australia for Australia.
From sophisticated facades to precision windows, robust steel structures, and diverse claddings, Spective delivers elegant solutions at every stage; from the initial design through to seamless installation and ongoing maintenance.
