Opus had a problem most growing trade businesses will recognise. The product was strong, the business was expanding, but the marketing wasn't working, and it had become a distraction rather than an asset.
The brand had been built ad hoc over time, so nothing quite lined up. It worked, but it didn't hold together, and it didn't tell anyone who Opus actually was.
The honest summary, in their own words, was that they knew they had a problem but didn't know exactly what they needed. What they did know was that they wanted a brand with consistency. Everything they put in front of a customer, from social media to a printed catalogue to an architect presentation, should feel like the same company, saying the same thing, backing up the same point of difference.
Opus supplies the hardware behind frameless glass installations: the hinges, channels, handles, and fixings that glaziers use to build showers, balustrades, and glass systems. They sell to the trade, but their growth depends on being specified by architects, a different audience with different needs.
They operate in a category that hadn't changed much in a long time. Opus set out to be the exception: faster, more service-driven, genuinely invested in getting the technical detail right, and willing to innovate in a market where most of the range looks the same. That ambition, to become the go-to name in their space rather than one of several interchangeable suppliers, is what the marketing needed to carry.
We started with strategy rather than output. Before creating anything, we built a research-backed marketing strategy and brand framework that defined the audiences, the messaging, and the positioning, so that everything produced afterwards pulled in the same direction.
From that foundation, we put a system in place:
- Market research
- into Opus' competitive landscape, customer segments, and growth opportunities, so decisions were grounded in the actual market rather than assumption.
- Brand guidelines
- to unify tone, imagery, and messaging across every touchpoint, giving Opus a single consistent identity to work from and to hand to anyone producing work on their behalf.
- Social media management
- across LinkedIn, Instagram, and Facebook, focused on building awareness and credibility with the trade and design audiences that matter to specification.
- Content creation
- including photography and video, to show product quality, ease of installation, and the projects Opus hardware is part of, the visual proof that carries most weight with architects.
- Paid advertising
- to extend reach and drive awareness and engagement with target audiences beyond Opus' existing network.
- LinkedIn B2B outreach system
- to connect with architects, glaziers, and decision-makers directly, paired with content built to speak to those same people, so the outreach and the marketing reinforce each other.
- Ongoing advisory and reporting
- to keep marketing activity aligned with Opus' commercial goals as the business grows.
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