New brand identity and website for Pilbara-based solar powered products player

In late 2023, Red Rock Services WA approached Gilligan Group with its innovative business proposition and urgent need for fresh marketing materials.

We learned that Red Rock Services wanted to separate itself from its sister company – Red Rock Engineering – and needed a new brand and refreshed visual and verbal identity. As an Aboriginal-led business, and an emerging player in providing solar-powered products and green generators to heavy industry, the time was ripe to develop a brand from the ground up to position them as an attractive vendor.

With Red Rock Services’ leadership and management team based in Karratha, our team flew up to the Pilbara to carry out a messaging workshop onsite. We immersed ourselves in the business by touring our client’s workshop to inspect their solar powered cribs and ablutions blocks, and green generators. We donned the hi-vis clothing and boots to visit remote worksites, where their products are utilised.

Drawing on our field work, and notes from the messaging workshop, we developed a messaging framework and brand strategy that would resonate with their target audiences i.e. mining, energy and resources companies in the Pilbara and beyond.

With companies under pressure to decarbonise their industry and reach net-zero targets, we worked with Red Rock Services to distil their key message down to “Power Worksites Without Diesel,” with the take up of Red Rock Services’ Power Cube and Green Generators.

As part of their verbal identity, we officially branded their products “Cool Cribs” and “Sunny Dunnys” to differentiate them in the market, giving them a uniquely Australian voice. As part of their visual identity, we created a new logo in fresh colours with brand extension elements all inspired by the eight-sided solar cell, which is the pillar of their business.

With a new visual and verbal identity, Red Rock Services WA has had a major facelift. The new brand has been leveraged to design and create a new website, product wraps, and pull-up banners for trade shows such as the 2024 Pilbara Summit.

Our messaging framework was leveraged to craft compelling SEO-backed website content, ready to attract and convert leads into sales. We also delivered a new Capability Statement and Product Brochure for use as a digital download, and in-person promotions at trade shows.

Our partnership continues on a retainer basis, allowing us to provide continuity of support with regular and engaging social media content creation, airport advertising as well as other marketing needs.