Fletcher Insulation Digital Asset Management Platform

IndustryConstruction, Manufacturing Services Discovery + direction, Design, Development Duration3 months

How Pixel Agency built Fletcher Insulation a custom Digital Asset Management platform that gave employees and approved partners a single, controlled home for marketing assets, with self-service that cut asset support requests by ~15%.

A central digital asset location to empower partners with self-service, while reducing support requests.

The client

Fletcher Insulation is one of Australia's leading suppliers of insulation products, serving trades, architects, builders, and project teams across the country. Beyond their public-facing brand, Fletcher's marketing operation supports a wide ecosystem of internal teams and approved trade partners who rely on consistent, up-to-date marketing assets to do their work. Getting the right asset to the right person, in the right version, is a daily operational task.

The problem

Before the DAM, Fletcher's marketing assets lived in people's inboxes, on shared drives, and across multiple locations with no central source of truth. Marketing materials, photography, product images, and logos were scattered, and getting hold of the right asset usually meant emailing the marketing team.

The result was a steady stream of support requests that ate into the team's capacity, and a real risk: when assets aren't centrally controlled, non-approved versions can quietly leak into circulation. Off-the-shelf DAM products were considered, but none cleanly supported Fletcher's specific approval process, and the in-house team didn't want to take on a new technology stack to maintain.

The approach

Off the back of the website work we'd already done together, Fletcher brought us in to scope and build the DAM. We started with a discovery phase focused on the two pieces that would make or break the build: the integrations with Fletcher's existing systems, and the custom approval workflow they actually needed.

Discovery had to surface the real shape of the approval process from the people running it day-to-day, not just the version that lived on paper. We mapped the asset types in scope, the user roles (internal staff and approved partners), and the approval steps each asset would need to pass before it was available for use.

The solution

We designed and built a custom DAM platform on the same technology stack as Fletcher's main website, so the in-house team could maintain it without having to learn a new system. The platform gives Fletcher employees and approved partners a controlled home for marketing materials, photography, product images, and logos, with the custom approval workflow baked into the publishing process. Integrations with the existing systems mean the DAM sits inside the broader operation rather than alongside it, and the structure makes self-service the default path for getting hold of an asset, rather than the marketing team's inbox.