Better Connected
With AutoFasteners
Auto-Fasteners are a specialist automotive fastener supplier serving Tier 1 and aftermarket customers worldwide. Their unique global sourcing, single-supply model connects clients to the right global manufacturers at the right time — supplying bolts, screws, studs, clips and engineered fastening solutions across today’s automotive supply chain.
The Challenge
Auto-Fasteners partnered with WDA to support the Company’s ambitious growth plans. The brief: completely re-position and re-brand the business so that its look, feel and image accurately represented its impressive standing within the modern automotive supply chain.
Fastener supply is a trust-driven purchase. Tier 1 and OEM buyers are technical decision-makers choosing partners, not just products — meaning the brand, website and messaging all needed to communicate genuine capability and reliability before any marketing activity could perform. WDA’s challenge was to uncover Auto-Fasteners‘ core competitive advantage, express it through a distinctive new identity, and then use that platform to drive measurable commercial growth.
Rebuilt from the Bolt Up
Connected to the Right Audiences
The Solution
WDA’s first task was strategic, not visual. Before any rebrand could succeed, the Company’s core difference needed to be uncovered and fully leveraged.
That difference was Auto-Fasteners’ unique global sourcing, single-supply model — the ability to connect its clients to the right global manufacturers, at the right time, through a single central point of control. This insight became the foundation for the entire brand positioning: Auto-Fasteners isn’t simply a parts supplier, it’s the connection between its customers and a global manufacturing network.
From this insight, WDA devised the ‘Better Connected’ brand positioning — a framework that underpins all communications and works on multiple levels:
- Product level: connecting components — bolts, screws, studs, clips and more.
- Brand level: connecting with customers as genuine partners to deliver first-class solutions.
- Operational level: adding value by connecting processes, systems, technology, equipment, logistics and people.
- Strategic level: connecting Tier 1 and OEM customers with the right global manufacturers through central control.
The positioning was brought to life through a complete new visual identity, including a logotype built from two components — representing the two parts of the hyphenated brand name — joined by WDA’s ‘Bolt from the Blue’ fastener device. This was rolled out across application guidelines, a professional photoshoot, video, literature, digital design templates and a fully redesigned and redeveloped website.
With the brand foundations in place, WDA moved to an ongoing digital marketing solution designed to convert the new positioning into sales. Delivery includes content marketing, email campaigns, paid search, LinkedIn advertising, social media management and ongoing video production — all highly targeted at Auto-Fasteners’ Tier 1 and aftermarket audiences.
A centrepiece of the campaign is a promotional video featuring motorsport presenter and fellow petrolhead Paul Woodford, explaining how Auto-Fasteners is ‘Better Connected’. The video runs within YouTube advertising and on the new website, giving the brand a distinctive, personality-led presence in a traditionally functional sector.
”"WDA have been fantastic in handling our new marketing campaign so far. I would highly recommend them!"
CEOAuto-Fasteners
The Result
The rebrand gave Auto-Fasteners an identity that finally matched its standing in the automotive supply chain, and the ongoing digital marketing programme has been driving highly targeted sales activity since launch — connecting the Company to new Tier 1 and aftermarket opportunities worldwide.
