Inside the Creative Journey

FREDS Timber Frame is a South Wales-based company specialising in timber frame homes for self-builders, residential developments and commercial projects.

When FREDS Timber Frame approached us, their social media presence had been largely dormant for several years. They had existing Facebook, Instagram and LinkedIn accounts, but they weren’t being actively used, while their website was also in need of an update.

Their goal was clear: increase their visibility across social media, generate greater awareness within the industry and ultimately increase the number of projects they could tender for. However, they wanted to achieve this without losing the core values and identity that had made the business successful.

Creating a Stronger Brand

Our first step was to establish a stronger and more recognisable brand identity. The existing branding lacked a consistent colour palette and tone of voice, while the logo itself struggled to stand out across social media.

We introduced a more defined visual identity and brand direction, creating a foundation that would allow FREDS Timber Frame to present itself more confidently and consistently across every platform.

Finding the Opportunity

We then carried out extensive research into the timber frame and construction sector, analysing competitors, their content strategies and how they were performing across different social media platforms.

This highlighted some clear gaps in the market. While many competitors were already established on LinkedIn, there was far less competition across platforms such as TikTok, Instagram and YouTube.

This presented an opportunity for FREDS Timber Frame to take a different approach — competing with the industry's biggest names where it mattered, while also establishing a presence on platforms their competitors were largely overlooking.

The Strategy

Our strategy was built around two key objectives: compete on LinkedIn and dominate elsewhere.

LinkedIn was treated as the primary platform for reaching developers, construction professionals and potential commercial clients, with the aim of positioning FREDS Timber Frame alongside much larger competitors.

At the same time, we expanded their digital presence by launching new TikTok and YouTube channels and revitalising their existing social platforms. This allowed us to take a more creative approach to the content, showcase the business in a less traditional way and reach completely new audiences.

The result was a social media strategy designed not only to make FREDS Timber Frame more visible, but to differentiate them from the competition and create new opportunities for the business.

The Results

Within the first 90 days, the strategy began to deliver strong results across all platforms.

LinkedIn saw 60% growth, alongside an average engagement rate of 13%. This helped increase FREDS Timber Frame’s visibility among developers, construction professionals and potential commercial clients.

On TikTok, our first 10 videos generated a combined 165,000 views, with the best-performing video reaching 85,000 views. This gave the brand exposure to a completely new audience and demonstrated the potential of short-form content within the self-build market.

On Instagram, we began to see increased engagement from both existing clients and potential new clients, with the content helping to strengthen the relationship between the brand and its audience.

A key part of the strategy was recognising that each platform has a different audience and purpose. Rather than simply posting the same content everywhere, we tailored our approach to each platform. TikTok was used to focus more heavily on self-build content and reach homeowners and aspiring self-builders, while LinkedIn focused more on residential developments, commercial projects and industry-focused content.

This platform-specific approach allowed us to reach the right people with the right content, while building FREDS Timber Frame’s presence across the wider social media landscape.

Building the Foundation

This case study highlights the importance of building a strong foundation before creating and publishing content.

We began with extensive market research into the construction and timber frame sector, looking closely at competitors, audience behaviour and the types of content people were engaging with. This allowed us to identify opportunities within the market and, more importantly, understand where FREDS Timber Frame could stand apart.

The client was clear from the beginning that they felt much of the construction industry’s social media content looked and felt the same. Rather than following the traditional approach, this gave us the freedom to experiment with different formats, styles and creative concepts that hadn’t been widely used within the timber frame niche.

Alongside the social media strategy, we completely refreshed the brand. We developed a new website, updated the logo and introduced a more distinctive colour palette and visual identity. This created a much stronger and more modern aesthetic across the brand, giving FREDS Timber Frame a digital presence that better reflected the quality of their work.

We also implemented tracking and data collection across the new website, allowing us to monitor how visitors were interacting with the site and identify what was working — and what wasn’t.

This created an ongoing process of testing, analysing and improving, allowing us to make informed changes to the website and wider digital strategy based on real data rather than assumptions.

Turning Traffic Into Qualified Leads

As part of the wider digital strategy, we also developed a cost estimator for the website — a feature specifically requested by the client.

The estimator quickly became an effective lead magnet, giving potential customers an easy way to get an indication of costs while helping to filter out enquiries that weren’t the right fit for FREDS Timber Frame. This meant the team could spend more time speaking to prospects who were genuinely interested in their services.

We also introduced a faster way for potential clients to upload their drawings directly through the website and request a quote. By removing unnecessary steps from the enquiry process, we made it easier for serious prospects to take the next step.

The aim was simple: increase the volume of qualified leads, not just website traffic.

We began seeing the new tools being used by potential customers across England, helping FREDS Timber Frame expand their reach beyond their existing Welsh customer base and opening up opportunities in new areas of the UK.

This demonstrated how combining social media, website development and lead-generation tools could turn increased visibility into tangible opportunities for business growth.