Taking the world’s most advanced velocity patcher to a global audience. This market-changing machine needed a market-making brand.
Market-making brand for a market-changing machine
For over 30 years, Roadmaster, founded and led by engineer Liam McNamee, focused on perfecting a single type of road-maintenance machine: the velocity patcher. Working from a facility behind the family home, Liam and his team built around a dozen machines each year, primarily serving the Irish market. Now, with his son Donal at the helm, and some international orders secured, Roadmaster would take the world’s most advanced velocity patcher to a global audience. Scaling would require more than engineering excellence; this market-changing machine needed a market-making position.
Changing minds is not easy
Velocity patching represents a significant breakthrough in road maintenance. Unlike the traditional “throw-and-roll” method - slow, labour-intensive, carbon-heavy, and short-lived - Roadmaster provides a quick, single-operator, environmentally friendly alternative. However, adoption requires substantial capital investment, new training, and a shift in mindset for road authorities and contractors.
Inspire a revolution
Maverick helped reposition Roadmaster from a machine manufacturer to a solutions leader. Instead of merely selling a product, the company now leads a revolution in road maintenance, inspiring, guiding, and supporting authorities to shift from reactive patching to proactive road care. The machinery plays a vital role, but to truly promote change, Roadmaster needed to lead a movement.
Early impact
Launched in early 2025, the new positioning and brand have sharpened Roadmaster’s focus and confidence. The team is moving faster into the UK, France, and beyond.
Key insight
Education, not hard sales, can change entrenched behaviours and accelerate the adoption of a disruptive technology.
Deliverables
· Brand strategy, positioning and fundamentals
· Brand identity, styling, and lead messaging
· A complete bank of supporting copy
· Extensive image and video bank
· All-new website
· 37-page 'Road Maintenance Revolution' guide.
· Sales language and master sales deck
· Managed launch and roll-out
