## start of project journey

My first contact with TOOLSKIY FACTORY happened when I was invited to photograph their furniture. From time to time, I continued shooting new projects. However, all photographs ended up “on the shelf” — the brand had neither a website nor social media to publish them.

At that moment, the company had nothing but a logo.

## Step 1 — Brand Identity & marketing strategy

In 2020, the owner finally decided to invest in brand development and strengthen both digital and offline presence. As a marketer with 10+ years of experience, I naturally offered my help.

The goal was clear: transform a small manufacturing into a full-fledged, recognizable brand — visually, strategically, and reputationally.

We aimed to evolve from “beautiful photos with nowhere to publish them” to “stylish projects featured in magazines,” and from clients coming only by word-of-mouth to a stable flow from advertising and organic search.

We achieved all of this over the following years, even with a limited budget.

I developed the marketing strategy and assembled a team of specialists.

The first step was refreshing the logo and creating a new visual language: illustrations based on technical drawing aesthetics, exploded-view diagrams, and a signature screw-head element. This minimalistic black-and-white identity became the foundation for the brand’s style — from digital assets to printed materials and merchandising.

illustrations and updated logo by timur sultanov
be.net/timsultanov
instagram.com/grvfit.design

## Step 2 — Website Development & SEO and Traffic Growth

Together with a developer, we created a multi-page website.
I designed the structure, managed creating the texts, prepared photo content, and continue managing the site’s administration.

I personally oversee SEO and ensure stable organic growth.
Today the website ranks high for targeted industry queries and brings a consistent flow of new clients.

A structured multi-page website supported by SEO became one of the most effective long-term investments.

toolskiy.ru

We also produced a promo video for the website — I handled the production, working with a videography team.

## Step 3 — Digital Ecosystem

We launched the company’s Instagram, and later expanded to Telegram.
Together with an SMM specialist, we developed a content system that reflects the company’s voice, style, and craftsmanship.

The brand is now present across all relevant platforms, ensuring potential clients can reach the company through any channel they find convenient.

We also collaborated with a popular blogger, creating several native integrations that significantly increased brand awareness.

## Results
— The brand evolved from relying solely on word-of-mouth to receiving most new clients from advertising and organic search.

— Word-of-mouth strengthened: clients now actively recommend the company and return for second and third projects.

— Production capacity doubled and expanded by more than 1,000 m²; new machinery was purchased and additional designers-technologists, and craftspeople were hired.

— Designers and private clients now approach TOOLSKIY FACTORY to “save” complex projects — the brand has become synonymous with reliability and refined style.
— Over time, projects became more stylish, attracting well-known interior designers who now regularly collaborate with the brand.

— The company’s projects are soon to be featured in two interior design magazines.

As the Marketing Director of TOOLSKIY FACTORY, I oversee the entire strategic and creative direction — from concept to execution.
I assemble and manage a team of designers, developers, SMM experts, and SEO specialists, coordinating every stage of implementation.

TOOLSKIY FACTORY has grown from a referral-only factory into a modern, design-focused brand with a strong media presence and a stable flow of clients.

All of this began with a single photoshoot, and over the years I continued photographing the brand while simultaneously shaping its marketing ecosystem.