CLIENT
Pro9 – Australian wall-system manufacturer
PROJECT TYPE
Brand repositioning + website rebuild
VERTICALS
Consulting + Studio + Labs
SCOPE
National
STATUS
Sense and Shape complete; site in build
PRIMARY CATEGORY
Brand & Strategy
/01
THE BRIEF
The best product in the category – and a brand that was hiding it in the wrong one.
Pro9 makes a wall system that documents NatHERS energy ratings of 8.0–9.4 stars – in a category where the baseline sits around 6–7. AVJennings was an early adopter, building Pro9 walls across a body of work substantial enough that the partnership became a competitive moat no rival in the category can match.
None of that came across in the brand. The previous website read as a generic construction-supply business – technical specifications dense in the foreground, innovation story missing in the background. The market was filing Pro9 in the wrong category, and they were paying the cost of that mismatch in every conversation, every tender, every partner pitch.
The brief that arrived was a website rebuild. We argued the website wasn’t the problem – the brand position was. A new website built on top of the old positioning would just be a better-looking version of the same category mismatch.
/02
APPROACH
The category move was the core decision: from construction supply to prop-tech.
We ran a full Double Diamond competitive analysis – mapping Pro9 against four named competitors across six professional buyer personas and 32+ evaluated features. What came back was structural. Pro9 had the strongest technical performance in the set, a regulatory tailwind (Australia is moving to 7-star NatHERS minimums, which Pro9 exceeds comfortably), and a category-leading reference customer in AVJennings. But the brand wasn’t asking anyone to read those signals.
That single shift reframed every downstream deliverable – how Pro9 talks about itself, who it talks to first, what references it surfaces, how it competes. In the construction-supply category, Pro9 is one of several wall-system manufacturers competing on specs. In the prop-tech category, Pro9 is the technical leader of a small set of companies actively reshaping how Australian housing gets built. Same product. Fundamentally different commercial conversation.
The competitive analysis also surfaced universal market gaps – customer reviews absent in 80% of the competitive set, lead-generation infrastructure present in only one competitor, no ROI tools anywhere. The category was leaving these levers on the table. The Pro9 roadmap is built to pick them up.
We produced the brand assets the new positioning required, designed the seven-page site across desktop and mobile, and recommended Squarespace Business as the build platform – a deliberate cost and flexibility decision for a content-heavy B2B business that needs to move quickly post-launch without engineering involvement.
/03
WORK DELIVERED
/04
OUTCOME
This is an active engagement. Sense and Shape are complete; the site is in build.
Repositioned
CATEGORY MISMATCH RESOLVED – OPERATING AS PROP-TECH
7 pages
SITE UX – DESIGNED ACROSS DESKTOP AND MOBILE, BUILD UNDERWAY
3-phase
ROADMAP – POST-LAUNCH PROGRAMME DOCUMENTED AND SEQUENCED
In build
NEXT – SITE LAUNCH, PHASE 1 LEAD-GEN AND SOCIAL-PROOF
“
We needed a new website. What we got was a clearer position in the market, and a website that actually communicates it.
– NICK WILSON, CEO, PRO9
The best product in a category doesn't win if the market can't find it in the right category.
We move the category before we move the website.
NEXT PROJECT
Somerford →
BRAND & PLACE · CONSULTING + STUDIO