An established business nobody could find online.

Strong relationships, almost no presence

When YZ Timber approached FableForce in 2020, the business already had what many newer companies spend years trying to build.

It understood timber. It had strong relationships with suppliers and customers. Its warehouse and showroom made the depth of its operations immediately apparent to anyone who visited.

But none of this existed online.

YZ Timber did not have a website. Buyers who had not encountered the company through the industry had no easy way to understand what it supplied, see the scale of the business, or decide whether to make an enquiry.

In Singapore’s traditional timber industry, that absence was not unusual. It was also an opportunity. YZ Timber could make itself easier to discover and trust while much of the industry still relied on established relationships and offline selling.

Building its first digital front door

The first website had to do more than place YZ Timber’s name online.

It needed to introduce the company properly, organise a wide range of timber products, and give contractors, architects, interior designers, and homeowners a reason to make contact.

We shaped the site around the questions buyers would naturally have. What materials are available? Which wood species are suitable? Can the supplier support a particular requirement? Is there a real business behind the page?

Clear product information helped buyers understand the range. Photography from the warehouse and showroom showed the stock, facilities, and experience behind it. Enquiry paths gave interested buyers a straightforward next step.

Over time, the website became more than proof of presence. It began consistently bringing new enquiries into the business.

Helping new products stand on their own

As YZ Timber explored ways to reach homeowners more directly, it introduced two product names of its own: Hidecki and Hiflorki.

FableForce did not create the names or identities. Our role was to help people understand the products behind them.

We created dedicated landing pages and marketing materials for each range. Product photography brought colours, finishes, profiles, and textures into focus. Sample kits and brochures gave buyers something tangible to compare and share before committing to a material.

The wider YZ Timber name provided credibility. The individual product materials made each offer easier to understand and consider on its own.

Making search more deliberate

Having a website did not automatically mean the right buyers would find it. We researched how potential customers searched for timber and decking products, then developed two focused campaigns around those terms.

The campaigns were deliberately small. Their value was in showing that relevant searches could bring people into YZ Timber’s new digital presence.

Turning experience into a growth story

YZ Timber later participated in a business programme that required it to present where the company had come from and where it could go next.

The opportunity was larger than timber supply alone. The business had spent years serving contractors, architects, and interior designers, but new product lines created possible routes to homeowners and a broader building-materials market.

FableForce developed the business growth presentation used during the programme. It brought together YZ Timber’s history, market conditions, customer groups, product opportunities, operational gaps, and plans for future growth into one coherent story.

The presentation helped others see what already existed behind the traditional business and what it might become. Following the event, Suzhen’s mentor invested in YZ Timber.

One partner across the business

Over five years, the work moved from YZ Timber’s first website into product launches, photography, sample kits, brochures, search, advertising, and an investor presentation.

YZ Timber did not need to brief a different partner whenever the format changed. FableForce already understood the business, its products, and the gap between its established offline reputation and what customers could see from the outside.

That continuity made each new piece of work easier to connect to the last.

What began with no website became a clearer presence for the business, practical ways to introduce new products, a stronger story for investors, and a digital route that continued bringing prospective customers to YZ Timber.