Strategic Communications
2024
03
Banksia Strategic Partners
Client
Banksia Strategic Partners
Sector
Strategic Communications
Year
2024
Services
Rollout / Website & Landing Pages / Brand Story & Case Studies / Google Ads / LinkedIn / Outbound / Reporting
Contents
01
Overview
02
Challenge
03
Approach
04
Results
01
In brief
A sensitive rebrand delivered cleanly across every channel, with the demand engine running through it.
02
The Challenge
Banksia - formerly Michelson Alexander - was moving to a new name and identity. By that point I'd already been leading the firm's marketing for a year, which meant the rebrand landed on a program in full flight: live campaigns, active pipelines, and an established presence that all had to carry across without missing a beat.
Rebrands of established professional services firms are delicate by nature - the firm's equity lives in relationships, reputation and search presence built under the old name. That meant no half-states. Every surface - website, assets, socials, campaigns, redirects, down to the Teams backgrounds - had to switch identity cleanly, in sequence, without losing what the firm had built.
03
The Approach
The transition ran as one coordinated program alongside the existing engine:
New brand story and refreshed imagery across all assets
Website refresh built and taken live, with a dedicated transition page explaining the change to clients and market
Full URL conversion mapping so every legacy link and its search equity carried over
Landing pages rebuilt and launched under the new identity
Two new case studies developed to relaunch proof under the new name
Social presence transitioned across LinkedIn, YouTube and Twitter
Paid media sequenced down and back up: Google and LinkedIn ads paused, rebuilt and relaunched on the new brand
Trigger and lifecycle emails amended so no automated touchpoint spoke the old name
"A seamless rollout of the new brand across all our channels - website, assets, socials, outbound campaigns, and paid media. An effective balance between strategic insight and hands-on execution."
Steve Michelson, CEO, Banksia Strategic Partners
04
The Results
The rebrand landed on schedule with every channel speaking the new identity from day one - no broken journeys, no stranded pages, no legacy name leaking through automations.
The demand program ran through it all without pause: campaigns across Google Ads, LinkedIn and outbound that kept sharpening the firm's presence and audience engagement, each one tracked properly and reported monthly with data and recommendations rather than activity summaries.
"A strong communicator, proactive in nature, and a highly skilled marketer - often coming to the table with new campaign ideas backed by thorough research and logic, and regularly presenting data and recommendations in well-articulated reports."
James FitzLang, Director, Banksia Strategic Partners
