Benmax
A group strategy, identity and web experience.
Services —
- Branding
- Strategy
- Web Design & Development
Industries —
- B2B & Professional Services
When Benmax came to us, they’d just been through a rebrand – but it didn’t feel like them. We set out to create something that stood apart from every other player in the industry and captured the family values that had defined the business for nearly 40 years.
A strategy that could scale nationally while keeping its local pride and craftsmanship intact —
With companies across Australia, they needed a robust brand strategy at the group level that felt true to who they are, built on solving complex problems and caring for their people, and a strategy that could grow with them.
The existing identity felt generic and didn’t reflect Benmax’s reputation for quality or its family-run ethos. Teams struggled to communicate their full capabilities across locations, missing opportunities to cross-sell and collaborate. Online, the brand didn’t match the calibre of its people or projects; the website lacked clarity, storytelling and warmth.
Getting to the core of 'The Benmax Way' —
We started by listening, through workshops, interviews and site visits. What came through was unmistakable: pride in the work and pride in the people who do it.
From there, we built a group-wide strategy that balanced local expertise with national ambition. The new structure unified Benmax and its sub-brands under one endorsed framework, supported by a straight-talking, grounded voice and a clear positioning – investing in their people so they can take on the complex HVAC challenges they’re known for, and better support the communities they serve.
A brand to feel proud of. Built on craft and true character —
We developed a central brand idea: The Starting Point – a nod to where it all began. Visually, it came to life through a bold ultramarine inspired by powder-coated steel: distinct, ownable and unmistakably Benmax.
“The identity and design system balance technical precision with human pride – from typography to motion. The voice is real, warm and confident, cutting through corporate noise to sound like the people behind the work.”
Elle —
Creative Strategist
A new way to experience Benmax —
At the core of the new brand was a different way to experience it: showing the people behind the work, not just the work itself.
With photography and video at the centre of our strategy, we rolled out a full suite of brand assets that brought Benmax’s true character back to the forefront – supported by a streamlined web experience with intuitive UX, clear navigation, and design that balances technical precision with human storytelling.
