Increasing Robinsons customer enquiries by 80% through brand and digital transformation

Robinsons has helped people move and store their belongings for more than 130 years. It is a job that takes a careful touch and a considered approach at every turn.

Robinsons' branding no longer reflected what the business stood for, nor did it support its ambitions for the future. It was also failing to communicate the company's many strengths to new customers.

The refreshed brand needed to reflect the business today while preserving the heritage and reputation built over more than 130 years.

We ran discovery sessions with Robinsons' customers and colleagues to understand how the brand was perceived and where it could improve. We supported this with an audit of the existing logos, colour palette and messaging.

Logo and messaging. We developed a new logo based on the original Robinsons ribbon, retaining a recognisable part of the brand while giving it a more contemporary identity. The updated colour palette added warmth and made the brand more distinctive. Next came a new lead-generation campaign line, 'Leave the how-to us', which captures how Robinsons removes the stress and pain of moving home.

Digital transformation. We reskinned the website and refreshed Robinsons' digital touchpoints using best-practice UX and UI. As part of the rebrand we made extensive SEO changes to improve long-term visibility in Google, and developed paid search campaigns focused on generating quality enquiries and improving advertising efficiency.

The integrated approach increased customer enquiries by 80% year on year. Organic click-through rate improved by 99%, organic traffic grew by 159% against the previous period and paid media conversions rose by 126%.

• Organic growth up 159% on the previous period
• Paid media conversions up 126%
• Phone call leads up 67%