Introduction.
Robinsons have helped people move and store their personal belongings for over 130 years. It’s a job that requires a careful touch and considered approach at every turn. Their brief to De Bono Marketing Communications was to apply the same approach to their existing branding and marketing, through a strategic repositioning that better mirrored their premium market positioning. We couldn’t wait to get moving.
Challenge.
Robinsons’ existing branding no longer truly reflected what the business stood for today, nor did it support their ambitions for tomorrow. It was also failing to effectively communicate to new customers their many existing strengths.
The challenge was therefore to effectively express who Robinsons are, without changing who Robinsons are. No small feat.
Solution.
Our team moved quickly to create a holistic rebranding solution that would improve perception, visibility and engagement:
1. Brand strategy and audit:
To build a stronger brand, you first need to understand how it’s perceived. Our team conducted discovery sessions with Robinsons’ customers and colleagues to understand their issues and uncover opportunities. This was supported by an audit of the existing brand logos, colour palettes and messaging, to identify where small refinements could deliver big improvements.
2. Logo and messaging development:
A new logo was developed, inspired by the original Robinsons ‘ribbon’, but reimagined for today. The flowing design created a sense of movement and progress that echoed Robinsons’ approach to relocation, while the new vibrant colours added a sense of both warmth and trust. Logo approved; next came a new lead- generation campaign line of ‘Leave the how-to us’, which perfectly embodied how Robinsons removes the stress and pain of moving home.
3. Digital transformation:
We completed a website reskin and refreshed Robinsons’ digital touchpoints, employing best-practice UX and UI. As part of the rebranding strategy, we also implemented extensive SEO changes to greatly improve Robinsons’ long-term visibility in Google. Alongside this, paid search campaigns were developed that focused on generating quality enquiries and improving advertising efficiency.
Gallery.
Results.
99%
improvement in organic SEO click-through rate resulting in more valuable prospects.
+126%
increase in paid media conversions demonstrating a stronger return on investment.
3 million
Google search impressions (and moving up at speed).
+80%
year-on-year growth in customer enquiries (May 2026).
+159%
increase in organic growth compared to previous period.
67%
increase in phone call leads highlighting the value of traditional contact channels.
Conclusion.
While still early in our partnership with Robinsons, our integrated marketing approach has already resulted in more valuable leads, greater online visibility and more compelling and consistent storytelling across all touchpoints. As the refreshed brand becomes more established, SEO authority continues to build and paid campaigns mature through ongoing optimisation, we expect to see more customers moving with Robinsons.
What did our client say...
De Bono Marketing Communications quickly became a trusted extension of our team, taking the time to understand not only our business but also the heritage and reputation we've built over more than 130 years.
From the outset, they challenged our thinking with a clear strategic approach, creating a brand that better reflected who Robinsons is today while respecting everything that has made us successful. Their ability to balance tradition with innovation, alongside the exceptional quality of their work, gave us complete confidence throughout the rebranding process.
Their expertise extends far beyond branding. Every element of the project, from strategy and creative development to website transformation, SEO and performance marketing, was delivered to an exceptionally high standard and with a clear focus on achieving measurable business results. The increase in customer enquiries, online visibility and lead generation has demonstrated the real commercial value of their approach.
What impressed me most was how seamlessly they managed the entire process. Repositioning a business with our heritage could have been a significant challenge, but they made it feel straightforward through their professionalism, responsiveness and commitment to delivering quality at pace. They continue to be a trusted strategic partner, helping us strengthen the Robinsons brand and supporting our long term growth ambitions.
Anthony Robinson
Managing Director, Robinsons Relocation