Walpix didn’t need better marketing.

It needed better commercial clarity.

The business had strong manufacturing capability, growing retail exposure through Bunnings, and established trade relationships across WA.

But internally, it was sitting between identities:

• Trade supplier

• Retail brand

• Manufacturer

• Design-led screening company

Until that was decided, no website refresh or SEO campaign would solve the real issue.

So we didn’t start with marketing.

We started with structure.

The Real Problem

Walpix wasn’t short on product demand.

It was short on internal alignment:

• Should retail sales sit on Walpix.com.au or flow through Bunnings?

• How do you grow retail without alienating trade?

• How do you protect margin while increasing visibility?

• How do you avoid becoming commoditised inside a major retailer?

These aren’t marketing questions.

They’re commercial design decisions.

Until the inside was clarified, the outside would remain inconsistent.

Inside Before Outside

• We defined the internal core first:

• Channel role clarity - Bunnings as primary retail engine

• Commercial focus - manufacturing strength over eCommerce complexity

• Audience hierarchy - retail growth without trade confusion

• Margin protection - remove channel conflict

This reset the operating logic of the business.

Only once that structure was clear did we design the external layer.

Channel Strategy

Bunnings as Engine, Not Threat

Rather than competing with Bunnings, we formalised its role.

Retail transactions would flow through Bunnings.

Walpix.com.au would serve as:

• Inspiration hub

• Education platform

• Brand authority layer

This simplified operations, protected pricing, and aligned with real customer behaviour.

Clarity over control.

Dual-Audience Architecture

Walpix serves two fundamentally different buyers.

Instead of blending them, we built defined pathways.

Retail – The Style-Conscious Homeowner

• Privacy

• Airflow

• Visual impact

• Straightforward buying journey

Trade – Fabricators, Builders, Architects

• Technical detail

• Structural performance

• Specification confidence

• Commercial credibility

One brand. Two journeys. Zero confusion.

That clarity lives in the messaging, the navigation and the site architecture.

Repositioning the Product

Perforated metal is often sold function-first.

We elevated it to a considered architectural solution.

From: Decorative metal sheets.

To: Design-led screening that balances privacy, airflow, strength and light.

We reframed the conversation around:

• Ventilation and airflow

• Structural integrity

• Sun control

• Privacy without enclosure

• Durability and recyclability

The product didn’t change.

The positioning did.

SEO and Search Strategy

Retail demand in this category is search-driven.

Once structure was defined, we rebuilt the digital architecture to:

• Capture category keywords such as privacy screens and decorative screening panels

• Optimise pattern-level pages for long-tail search intent

• Create use-case based content aligned to real homeowner behaviour

The objective was simple:

Own category demand, not just brand search.

Walpix now shows up earlier in the decision cycle, before customers know the name.

The Outcome

Walpix now operates with:

• Clear channel definition

• Defined retail and trade journeys

• Protected margin logic

• Stronger SEO foundations

• Sharper value proposition

• Retail-aligned digital structure

Most importantly, the business now understands its own commercial model.

The outside reflects a clarified inside.

That’s how sustainable growth is built.

That’s how businesses hum.