Advanced Truss Systems, Brand Identity Refresh

Advanced Truss Systems, a Queensland leader in manufacturing timber trusses, floor systems, and wall frames, sought a brand refresh to enhance its market presence. Despite a committed office team and multi-generational family employment, challenges persisted with factory floor staff retention.

The primary issue surrounded the commoditisation of their products and the need to communicate a unique value proposition. Additionally, there was a desire to improve factory worker engagement and retention by connecting them more meaningfully with the end product and the impact of their work.

We crafted a unique identity that emphasised Advanced Truss Systems' expertise and vital relationships in the construction industry. We also wanted to highlight the importance of what a good timber truss can provide – the solid foundations of The Great Aussie Dream – a home. The logo references the framework of a house, with the walls and roofing systems being featured. The bold and sturdy typeface needs to stand out when spray painted onto Timber trusses and be able to be read from far away. "Proudly Supporting Builders and The Great Australian Dream, Since 1988" became the positioning statement, underscoring the dignity and legacy of the workers' contributions.

The rebranding of Advanced Truss Systems significantly strengthened their market presence and employee engagement. By reframing the company's work within the context of building homes and communities, the brand refresh has led to improved staff retention and satisfaction on the factory floor. Furthermore, the new brand identity has attracted new business, increased revenue, and reinforced Advanced Truss Systems' position as a key player in the construction industry, committed to quality, legacy, and the Australian dream.

“I reached a point where I realised our company’s image and market presence needed a significant change. Our products would arrive on-site, and people wouldn’t even recognise them as our trusses due to the lack of signage. With our products becoming commoditised, it was crucial to communicate our unique value proposition and differentiate ourselves in the market.

Thanks to DSR Branding, we now have a brand that we can be truly proud of. For the first time in the 30 years I’ve run ATS, I wear a company-branded shirt, and our company now sports three branded utes. We even spray paint our logo onto our products, ensuring our customers recognise our high-quality trusses. The transformation DSR Branding helped us achieve has not only improved our market presence but also instilled a sense of pride in our company’s identity.”

—Mark Osmand
Managing Director, Advanced Truss Systems