Crafting stories that connect brands
with their customers

In content marketing, to make customers do we must first make them feel.

Storytelling is intrinsic to humanity. It predates stone tablets and hieroglyphs, let alone smartphones and hashtags. The right combination of words, pictures and sounds can make us happy, sad, excited, fearful. They can educate, build trust, guide behaviour and inspire decisions.

Of course, you’re a marketer – you’ve heard this story before. But in amongst all of the content marketers content-marketing themselves into your LinkedIn feed, the emotional power of storytelling is too often overlooked in favour of formulas and process. Perhaps science is easier to write about than art. In practice, both are needed to create content that affects your customers and delivers a commercial effect.

There’s the science of social media, conversion metrics, audience personas and more, but then the art of storytelling – bringing together the words, pictures and sounds that will make your customers feel something, and then do something.

Infinite Shapes is a new kind of content marketing agency, with no legacy attachment to a single media channel. We focus on your brand, your audience and your objectives, and create content in whichever formats will achieve the best results. Our content-first approach can be woven through all of your marketing communications – web, social, print, DM and EDM, video, podcasts, ATL, in-store, PR, and more – bringing the art of storytelling to all of your customer touchpoints.

Simple processes, deep thinking

Content strategy

Content strategy

Infinite Shapes likes simple processes and deep thinking. Once we understand your brand, profile your audience (Who are they? Where are they? What’s important to them?) and know what you want to achieve, we can build a strategy for the creation and distribution of content that speaks to your audience in the right way, in the right places.

Content planning

Content planning

If your customers can find the same content elsewhere, they’ll probably go elsewhere for it, so it has to be unique. And meaningful. Infinite Shapes brings creativity and rigour to content planning, developing interesting story angles, avoiding repetition, jargon and cliché. Our approach to content is as much about editorial vision as it is about marketing.

Content creation

Content creation

The best strategy comes to nothing without great content that moves its audience. We work with the best editors, writers, videographers and content producers in the relevant field to tell stories that your customers care about. And we constantly review and optimise performance. Infinite Shapes thinks like a publisher, so you don’t have to.
And a few things we're working on...
Developing content strategy, defining brands and identities, building audiences, and always helping our clients connect to their customers through stories.
Telling design stories for Laminex.

Laminex is an iconic Australian design brand. It was started in a suburban shed almost 90 years ago and went on to establish the laminates category in this country. But in 2021, the market for interior surface materials is highly competitive. The relationships Laminex has with architects and designers are vital to the business, not only because they specify Laminex products into their projects, but because they’re key influencers of the broader consumer market.

Infinite Shapes is helping Laminex build and grow these relationships. We’re delivering a stream of content for the Laminex design blogs, collaborating on video production and providing copywriting support for consumer marketing – telling stories that place Laminex products squarely in the contemporary design conversation.


Building the Charles Sandford brand.

Charles Sandford manufactures everything from individual pieces of bespoke furniture to grand multi-level stairways to high-volume architectural components for heritage restorations. The growth of the business had until recently been a result of word of mouth and a very simple website.

Infinite Shapes came on board to establish a marketing strategy for engaging with architects, designers, builders and developers. We created a new brand identity and website – both designed with our regular creative partners, Rodeo – and set about building engagement via social media. Now that these channels have proven themselves with a stream of directly attributable enquiries and new project wins, we’re preparing to launch a second phase of marketing activity.

Helping McKay Joinery reach more customers.

Having successfully developed and executed a new marketing strategy for Charles Sandford, Infinite Shapes was engaged to repeat the process with their subsidiary, McKay Joinery. The business was first established in 1948 and became part of Charles Sandford in 2015, with a specialisation in custom timber windows and doors, and very similar capabilities in working with architects, designers and heritage consultants.

We again worked with Rodeo to develop a new brand identity and website, using the same underlying structure as the Charles Sandford site, for maximum efficiency and ROI. Current work with McKay Joinery is focused on growing awareness and engagement among architects, designers, builders and developers.

Growing online engagement with Atlas Wines.

Atlas Wines has spent a decade building a reputation as one of the finest wine producers in South Australia’s Clare Valley region. Their wines are stocked in leading restaurants, wine bars and cellars around the country, and they have a coveted 5-star rating from legendary wine critic James Halliday.

Infinite Shapes worked with Atlas to develop a strategy for growth centred around online engagement and direct wine sales. The first stage, recently completed, was the creation of a new website, to provide a content-rich online home for the brand and online shop. We project managed the design and build with Rodeo, and created all of the web content. The next stage of strategy is underway, including targeted digital marketing and content planning.

A new beginning with King Living.

Infinite Shapes is very pleased to have started working with King Living, Australian-owned purveyors of beautifully made, Australian-designed furniture. The company is in an exciting period of growth, not only expanding their range, to include rugs and lighting, but expanding into new territories, including China and Canada.

The King Living collection has strong appeal for specification by the trade, into homes but also larger commercial projects. To support growth in that area, we’re helping King Living tell the stories of their designers, their products and the projects they’re specified into, to the Australian architecture and design industry.

Stories work on people,
affecting what people are able
to see as real, as possible.

Arthur Frank

Eventually everything connects –
people, ideas, objects. The quality
of the connections is the key.

Charles Eames

Let’s get to work

Mark Scruby

Melbourne, Victoria
+61 (0)402 446 890