Advanced Timber Systems manufacture and supply high quality doors and door sets for clients in multiple sectors from hospitals and schools to business and industry. Embarking on a business strategy to significantly increase company growth, which included doubling the size of their workshops and manufacturing capabilities, it was important that their brand was positioned to ensure its look and tone of voice appealed to the key customer groups, namely architects, who specify these types of product.

The company pride themselves on the high quality products, service and solutions that their experienced team of craftsmen have always delivered, subsequently ‘innovation, craft and quality’ became a central part of the new brand communication.

On establishing the positioning, Join initially applied it to the Advanced Timber Systems web site that would serve as the central hub for all brand communications and marketing. Visually engaging and easy to use, the site clearly communicates the positive values and ethos of the company whilst providing both inspiration and delivering key technical data and assets to ensure the specification process is straight forward.

In addition Join also created product specific brand identities to help sell individual product lines that Advanced Timber systems have developed. It was important that these identities clearly reflected the style of the master brand to ensure that positive brand equity is shared.