Rebrand For A Mining Leader

For more than two decades, Pit N Portal operated as a recognised player in the Australian mining sector, delivering everything from heavy equipment hire, market-leading heavy machinery rebuilds, specialised underground mining and geological surveys.

When I joined, the business was at a turning point: expanding rapidly, competing for major clients, and pivoting to new markets.‍

Over 2.5 years, backed by a $500,000+ budget, I modernised every aspect of the marketing function - expanding reach, elevating the brand, and helping to secure a successful merger from a global industry leader.

"Using River and his services over the past few years to roll out our rebranding and the entire marketing efforts was a rewarding experience. River's focus and dedication are reflected in our excellent results during the period. I gladly recommend his services to any business wishing to expand".

_{(Paul Twine | Pit N Portal)}

Duration & Budget

Over 2.5 years and $500K+ invested in building a comprehensive digital marketing ecosystem that drove measurable growth and market leadership.

Scope

Full-spectrum marketing execution across strategic planning, brand development and management, product marketing, and corporate identity systems.

Digital capabilities include website design, development and ongoing management, CRM implementation, technical/on-page/off-page SEO, and marketing automation.

Content and engagement through technical copywriting, social media management, public relations, open-field days and trade shows.

See details

Tech Stack

Webflow for web development, ActiveCampaign for marketing automation and CRM, Adobe Creative Suite for collateral, and Semrush for SEO.

Project Overview

I led a complete rebrand for the business, balancing big-picture strategy with daily marketing delivery. My goals were straightforward: reposition Pit N Portal as a modern, innovative industry leader, and help the team attract much-needed talent in what was (and still is) a competitive labour market.

Challenges

To date, this is still one of my favourite projects. I learned an extraordinary amount over the period, gained new skills and worked for well-regarded mining industry icons.

‍Timeline constraints - The rebrand was undertaken in tandem with tenders, recruitment drives, and day-to-day marketing demands.
Technical learning curve - Mining is a specialist space, requiring ample research and collaboration to write authoritatively for engineering, procurement, and safety audiences.‍
Content verification - Every brochure, technical sheet, and campaign needed careful review against strict specs and compliance standards.‍
Legacy materials - Decades of entrenched templates and collateral meant incremental change. Updating everything required patience, planning and coordination into asset managment systems.‍
Underground access - Capturing photography in live mining environments meant sourcing specialist industrial photographers and navigating approvals across multiple stakeholders.‍
Shifting perceptions - Introducing a people-first story required aligning old-school 'norms' with a fresh, forward-looking identity.

Solutions

Opened direct lines of communication with executives and frontline teams, ensuring smooth decision-making and brand buy-in.
Revamped the entire suite of visual brand assets from building & fleet signage, through to uniforms and document templates, so every touch point told a consistent and modern story.
Designed, developed, deployed and managed the corporate website (Webflow), creating a detailed primary digital touch point.
Handled logistics and creative direction for a multi-site photo shoot - capturing authentic 'human' imagery.
Delivered targeted digital campaigns and kept a large suite of content regularly updated; closely tracked analytics and feedback to make fast, informed course corrections as needed.

Results

By applying best-practice SEO, PNP achieved a 400% increase in organic website traffic, broadening brand and product awareness
Doubled the pool of qualified job applicants, attracted top talent and contributed to a significant uplift in skilled workers.
Elevated engagement across digital and social channels by 330%, resulting in wider brand reach and deeper industry connections.
Helped position the brand for a successful multinational M&A and assisted growth from $60 million to over $240 million in revenue.

Let's Talk

If you'd like these kinds of results for your business, take a moment to schedule a 30min chat.

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