Brand-Building Case Profile:
Toodyay Glass.
Client:
Toodyay Glass
Industry: Glass, glazing & heritage Restoration.
Engagement: Brand strategy, market positioning, website, social media, paid ads.
Outcome:
100% revenue growth since engagement!
Overview.
When Ainsley from Toodyay Glass first approached us, he had two clear ambitions:
- Own the Wheatbelt glazing market.
- Capture a significant portion of the heritage refurbishment space.
He already had the capability, the reputation, and the technical know-how. What he didn’t have was a brand that reflected it. Our job was to turn a talented local tradesman into a recognised regional brand. And not just any brand, but the brand people call when they want workmanship they can trust.
Authentic, unpolished & effective.
An intentionally organic creative strategy.
Instead of polishing everything until it looked like a big-city campaign, we leaned into something far more powerful: Ainsley’s personality. Naturally charismatic and relatable, we developed content that was:
This approach built relatability, recognition, and loyalty.
It positioned Ainsley as the bloke you’d happily have working on your home—not a faceless corporate brand. Before people even engage Toodyay Glass, they already know who is going to be in their home or workplace—and that goes a long way in helping people feel comfortable.
Website positioning & language.
We rebuilt Toodyay Glass’ website to directly speak to local Wheatbelt homeowners and heritage building owners, managers and councils.
The tone is confident but down-to-earth. It’s jargon-free for the everyday customer, and clear expertise for heritage stakeholders. Service pages were reframed to highlight regional capability, reliability, and Ainsley’s hands-on involvement in every project.
The result is a website that feels personal and trustworthy.
Social media & paid advertising.
Our social strategy amplified the personal brand we had built:
- Consistent, authentic posts that reinforced Ainsley’s expertise and personality. This included funny mock ups of famous movie posters with Ainsley super imposed, sped up Day in the Life’s showing distance travelled, and so on
- Showcasing jobs across Wheatbelt towns, driving hyper-local recognition such as stopping for meals at the pub.
- Heritage restoration stories highlighting specialised skills leaning into Ainsley’s dual skill set of glazing and carpentry for sash windows.
Paid ads were then utilised scale reach, reinforcing “The Wheatbelt Glazier” positioning and converting high-intent regional customers.
Google Ads: With a focus on Heritage jobs to ensure Toodyay Glass is showing up every time a potential customer was searching.
Facebook Ads: To showcase Ainsleys work and capabilities We started with pet doors but now focusing solely on building awareness of Ainsleys ability to take on large, entire new owner builder jobs in the Wheatbelt.
“Donna and her team at Helium have the Midas Touch. Hiring them has been the best thing I ever did for my business.”
Ainsley Brough.
Results.
Since partnering with us, Toodyay Glass has gone from good to great with a staggering increase in revenue (you will have to call and speak with him, we can’t publish this). Once he reached booking capacity, we then moved to ensuring he was only doing high value work, gradually dropping off the low value jobs and replacing them with more lucrative work. This has been driven by strong brand recognition, improved conversion paths, and a distinct market identity no competitor was occupying. We’ve even had to pause paid advertising at times because the workload has been overflowing.
Ainsley now dominates the local conversation, and Toodyay Glass is increasingly the first choice for residential glazing and heritage refurbishment projects.
