Creating A New Legacy

"Success is keeping our family legacy alive into the 4th and 5th generation"

Amanda Wells
Sales & Marketing Director
Kilwell Fibrelab



Kilwell Fibrelab

A family-owned business with a 90-year history.

Kilwell Fibrelab is a Rotorua-based company that develops and crafts some of the world's best, highest performing composite solutions, from aerospace to industrial, superyachts to sporting. 90 Years and three generations later, the company is still proudly family-owned.

BlueOcean is helping them pave the way for the next 90 years.

The Challenge

Clients going up and out.

Although Kilwell is world leader in the applied use of composites, you'd be hard-pressed to find a more humble bunch of people. But this can present a problem; not all of their clients knew how much research, development and technical expertise was going into the work Kilwell delivered for them. 

The result? They were at risk of being seen as producing a commodity that China could replicate at lower cost by the container-load; when customers got big enough, they we're heading to Asia. 

And if existing customers couldn't see the full value of what Kilwell can deliver, new prospects were struggling even harder to.

The Solution

Set direction, then deliver on it.

Working with the Kilwell Team, a Customer-Centric Strategy identified the key customer segments that could carry the business successfully forward. Central to the strategy was a shift from positioning as a contract manufacturer, to positioning as global experts with the in-house experience and craftsmanship required to take their clients lighter, bigger, faster and stronger. 

Evolving the brand from Kilwell Fibretube to Kilwell Fibrelab cemented the strategy. Targeted content, case studies and communication campaigns reached the right global audience, a fresh new website tied the value proposition together for prospects, and a suite of sales tools was developed to progress leads through the funnel. 

  • A Customer-Centric Strategy
  • Brand Evolution
  • Bespoke New Website
  • Sales & Team Intranet 
  • Sales Toolkit 
  • Video Case Studies
  • B2B Campaign & Comms

The Value Delivered

Clarity and Confidence

Delivery of a Customer-Centric Marketing Strategy, to form the framework for brand and marketing direction.

New Growth Opportunities

Strategic and tactical marketing work providing the tools to move confidently into new markets

Pain Relieved

Instant access to set of expert marketers, designers and technical meant instant relief of resource headaches

Strategy Turned Into Action

Breaking into new markets, executing strategic business to business marketing and savvy advertising

The Impact

"BlueOcean has given us the clarity and confidence to move forward rather than do the same old. Our new brand and the vibrant new website are now showing the world who we truly are and what we are capable of.

The ability to tap into new markets, with improved marketing, advertising and our newly created sales team, means we have a future we are excited about."

Amanda Wells
Owner and Director of Sales & Marketing

Working As One Team

Board
Amanda Wells
Amanda Wells
Owner - Co-Director
Kilwell Sports & Kilwell FibreLab
Board
Geoff Wells
Geoff Wells
Owner - Co-Director
Kilwell Sports & Kilwell FibreLab
Executive
Craig Wilson
Craig Wilson
CEO
Kilwell Sports & Kilwell FibreLab
Strategy & Governance
Roland Leemans
Roland Leemans
CEO, Partner, Advisor, Director
BlueOcean
Customer Centricity
Lee Hunter
Lee Hunter
Strategic Consultant, Business Mentor
BlueOcean
Marketing
Dale Koerner
Dale Koerner
Senior Marketing Strategist
BlueOcean
Creative
Shannon Bayliss
Shannon Bayliss
Senior Creative Strategist
BlueOcean
Emirates Team New Zealand

A Kilwell Fibrelab Case study, showcasing how an alignment of values, coupled with fast-paced prototyping meant a perfect partnership with Emirates Team New Zealand.

Watch Video
Te Ahi Tupua

The story that led to Kilwell Fibrelab completing the world's largest 3D printed carbon fibre sculpture.

Watch Video
LTA Research

How difficult could it be to re-design a 21st century airship? Well, actually pretty difficult.

Watch Video
Hardy Rifle Engineering

A constant pursuit of excellence between two kiwi world-beaters. 

Watch Video
Kilwell History

90 years of composite excellence

Watch Video