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

Kilwell Fibrelab is a New Zealand 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.



Clients going up and out.

Although Kilwell is a 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 were 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.



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.




Value Delivered

Amanda Wells

Owner, Co-Director

Kilwell Sports & Fibrelab

"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.”


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


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


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


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

Working As One Team

Amanda Wells
Amanda Wells
Owner - Co-Director
Kilwell Sports & Kilwell FibreLab
Geoff Wells
Geoff Wells
Owner - Co-Director
Kilwell Sports & Kilwell FibreLab
Craig Wilson
Craig Wilson
Kilwell Sports & Kilwell FibreLab
Roland Leemans
Roland Leemans
CEO, Partner, Advisor, Director
Lee Hunter
Lee Hunter
Sales Strategist
Dale Koerner
Dale Koerner
Marketing Strategist
Shannon Bayliss
Shannon Bayliss
Senior Creative Manager


Empowered For Success

Amanda Wells, Kilwell

Kilwell Fibrelab

Creating a new legacy. Aligning teams behind the customer. Read Case Study
Ben Willis, Orb Medical

Orb Medical

On a mission, together. Global innovation for surgeons. Read Case Study
Julie Hayes, BeeNZ

BeeNZ Honey

From hive to soul. International go-to-market plan. Read Case Study
Mark O’Brien, Aluro Healthcare

Aluro Healthcare

Building a Trust-Cycle Customer-Centricity resulting in the Best Outcome Read Case Study
Dr Adam Durning, The Dentists

The Dentists

Unite the group. Deliver better patient outcomes. Read Case Study

When you should talk with us


When you need fresh eyes

If the year ahead just promises more of the same, and you’re not sure what to do next: A pair of fresh eyes can help.

When you need to build trust

If the sales pipe is leaking faster than you can fill it: Building trust with prospects might be the answer.

When you need to accelerate growth

If an opportunity is yours for the taking, but you need extra bandwidth: Get a team ready to kick into action.

When you need creativity in your corner

If you need creative skills and execution to bring your brand or campaign to life: Put creativity in your corner.

When you need More Leads & Conversion

If you need to fill the sales pipe: Leverage our expertise in B2B lead campaigns.

When you need Digital to stand out

If you need a sales person 24/7: Get an exceptional B2B digital experience.