Overview:
StoneClean is a luxury stone care company created to become the premier destination for high quality cleaning products and solutions in Australasia. Backed by PDA Marble & Granite and partnered exclusively with Fila, Italy’s leading stone care brand, StoneClean entered the market as a new venture with no existing presence or identity. Fulcrum was engaged to design the business from the ground up, from naming and market research to brand identity, digital platform, and public launch.
System Diagnostics:
With no foundations in place, StoneClean required a complete business build. The challenge was not only to create a brand that communicated premium quality and trust, but also to structure a digital ecosystem capable of both educating and converting customers. Entering an underdeveloped category meant decisions had to be data driven, informed by consumer behaviour, competitor analysis, and industry insight.
Pressure Points:
Brand Positioning
No existing identity or narrative to distinguish StoneClean in the market.
Market Complexity
Australian stone care category lacked maturity, requiring comprehensive research to inform strategy.
Digital Engagement
Need for a platform that balanced premium aesthetics with education, usability, and conversion.
The Framework:
Brand Identity
Market Research
Pricing & Positioning
E-commerce Development
Content Strategy
Digital Tools
System optimisation:
We began with a 60 page industry research report, outlining consumer behaviour, competitor activity, revenue trends, and market gaps. Insights from this work informed StoneClean’s name, tone of voice, and brand identity, designed to balance premium positioning with approachability.
The digital platform was built as both an e-commerce site and an educational hub. The site featured refined customer journeys, optimised navigation, and a custom product quiz to guide purchase decisions. Every element was aligned to a consistent visual identity that reinforced credibility and trust.
performance gains:
Brand Development
Created a full identity from name to visual system, establishing StoneClean as a premium player.
Market Insight
Delivered an industry defining research report that shaped business direction and identified growth opportunities.
Digital Platform
Launched an intuitive e-commerce site with optimised user journeys and custom tools for education and conversion.
Market Entry
StoneClean entered the market with a premium narrative, a scalable sales model, and a foundation built for long term growth.
