Engineering / Manufacturing · 2020 - 2023
Floveyor
RECLAIMING THE QUALITY LEAD
Floveyor is a rare on-site manufacturer in Australia: a third-generation, family-owned business that invented its own conveyor category. In 1958, the grandfather of current owner Rhys Walker engineered and patented the aero-mechanical conveyor, the gentlest way to move fragile materials in industrial volumes. Sixty-five years on, the powder handling method is still the best for the job, used in thousands of food, construction, and minerals operations worldwide.
The original patent had expired, and the market had filled with knockoffs trading on what Floveyor had invented. Industrial customers seeking a powder conveyor online had trouble finding their way to Floveyor. Sales used a parts handbook to assemble conveyor parts for each customer type.
The dynamic brand positioning Astrid crafted for us proved instrumental in setting us apart amidst fierce competition. With a consistent and mature brand image, Floveyor gained the confidence and trust of potential business prospects."
— Rhys Walker, Managing Director, Floveyor
The impact of my work
My research led to the discovery that the company had world-leading engineering but no defensible brand position to protect it. I positioned the company around a single promise: "Better Powder Handling".
From there, my mission was to rebuild ownable advantage. I named and trademarked FloDisc Technology, the proprietary mechanism at the heart of every Floveyor conveyor. I identified three problems: brand position, product architecture, and content.
As part of culture reinvigouration, I created the annual FloDisc Award to acknowledge team members who consistently live Floveyor values, support their workmates, and improve processes.
Working with the Head of Engineering, I developed the new product brand architecture: six named conveyor lines tailored to the tasks. Robusta for abrasive materials, Endura for long conveying runs, Nutria for food, etc. Where sales had once assembled a conveyor from the parts handbook for every enquiry, there was now a defined range buyers could navigate, and the sales conversation became faster and more focused.
To solve the search discoverability problem, I led the content build, growing the in-house team with two part-timers. We redeveloped the website around how buyers actually search for a conveyor solution and planted FloDisc at its centre with dedicated product videos and articles.
Astrid's brand leadership changed our brand into a contemporary, agile manufacturing brand accessible to customers and partners. Her ability to succinctly communicate our value proposition makes our sales process more efficient and boosts our sales activities.
— Tristan Bower, Head of Global Sales, Floveyor
The results
The work restored Floveyor's claim to the category it created. FloDisc Technology and the named product range gave the company a defensible brand structure built to outlast any single patent, anchored in the authentic, original Floveyor name.
The marketing team renewed its focus on LinkedIn. Over two years, the following grew organically from 200 to 1,000; a rare reach for a niche industrial product brand. The Floveyor brand was ready to lead with content marketing towards a bigger global presence.
In 2023 Floveyor was named a Western Australian state finalist in all categories it entered at the Telstra Best of Business Awards: innovation, growth, and sustainability.
