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.

Tech Stack

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

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 the details

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.

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