How do you turn a product-led company into a brand-led challenger?
Thomax Technology is a name known to warehouse insiders. Born out of operational grit in Australian logistics, the company has grown from solving its own fulfilment problems to powering some of the country’s most complex warehouse environments. With a background in warehouse operations, Thomax has always approached technology differently, focusing not on flashy features, but on tools that actually work on the floor.
Their flagship product, .wms, is thw workhorse behind businesses like Harvey Norman, Booktopia and JD Sports. Fast, accurate and adaptable, it helped Thomax grow steadily across Australia, then into New Zealand, Canada and Europe. But as the company reached a new stage of growth, one critical truth became clear: the world knew .wms, but it didn’t know Thomax.
The challenge
Thomax faced a classic visibility dilemma. Should they continue promoting .wms, the well-known product that had delivered success so far, or make the leap to establish Thomax as a brand in its own right?
The product was carrying the brand, but it wasn’t enough. In global markets, buyers don’t just want software. They want a trusted partner.
Without a stronger brand presence, Thomax risked becoming just another feature on a checklist, overlooked in favour of bigger, more established players.
The moment had come to step out from behind the product and tell the Thomax story. Not just what they make, but why they make it.
The thinking
Our starting point was simple: if .wms had been the engine of growth, Thomax needed to become the driver.
Thomax had built an exceptional reputation among warehouse teams and ops managers. But the Thomax name rarely showed up in conversations at board level or when enterprise buyers were weighing vendors side by side. Their identity was fragmented: strong on function, weak on recognition.
So our job wasn’t to reinvent them. It was to reveal them. To articulate the value that had been quietly compounding behind the scenes, and make it visible, memorable, and scalable across markets.
Then, create long term brand value and category entry points by growing memory and likability through a brand awareness campaign.
Key strategic elements:
Ready to deliver, a new brand positioning that mirrors the urgency of the warehouse floor, direct, capable and fast on its feet.
A refreshed brand identity and website: clean and dynamic with a visual language that reflects the precision of the product.
Sales enablement with substance: Toolkits, case studies and proof points that help sales teams close the loop and the deal.
A brand campaign built for impact: From F1 crews to photo finishes, we used humour and energy to bring the brand to life with ‘The Fast and the Flawless’, an integrated brand campaign.
The campaign doubled web traffic, lifted social engagement by 74 percent, and smashed industry benchmarks on click-throughs. But more importantly, it gave Thomax an engaging voice in a staid category. Not just a smart product, but a brand with a real PoV.
From a trusted local operator to a confident global contender, Thomax is now showing up the way they operate — precise, fast, and quietly unstoppable. The product still performs. But now, the brand does too.
Ready to push new frontiers?
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