For years, Jacksons Fencing had a quiet problem. It made some of the best fencing, gates and security barriers in the country (the kind specifiers trust and homeowners pay a premium for), and it led with the product itself, the craftsmanship, the security, the quality engineered into every panel, gate and post.
But that was only ever one side of the coin. The people actually buying the fence weren’t just weighing up the product; they were picturing the life it protected and the moments it kept quietly safe: the school playground behind it, the dog that couldn’t be trusted near the road, the garden they’d finally have privacy in.
That gap between what Jacksons made and what Jacksons meant to people was starting to cost them. Branded search was sliding, cheaper competitors were closing in, and the brand’s two worlds, Residential/Trade and Commercial/Security, had drifted so far apart they barely looked related.
We’ve worked with Jacksons for more than twenty years, so when they asked us to look at the rebrand, it wasn’t a pitch: it was a conversation between two people who already trusted each other with the harder truth – that fixing the messaging alone wouldn’t be enough.
We didn’t start with a new logo. We started with a new truth: Designed for Life. One promise, built to work as hard for a homeowner fencing off a flowerbed as it does for an architect specifying a school perimeter.
But a promise that big only survives contact with the real world if it’s engineered to. So, we built Jacksons a proper design system (consistent tone, art direction and messaging pillars, codified in Brand Playbook) and an SEO and AEO programme with the content, structured data and on-site assets to make sure the story actually surfaces when and where people go looking for it. Only then did we take it to air: a cinematic campaign carrying gardens at dusk and playgrounds mid-game across connected TV, DOOH, Meta and native ads, following people from their screen to their commute rather than shouting the same ad three times.
The early numbers suggest it’s working. Over 8 million people reached and 21 million impressions in the first three months. An 89% average video view rate. Brand search up 66%, peaking past 142% year-on-year in its best month. Search clicks up 86%, new site visitors nearly doubled, engaged sessions up more than a quarter.
But the numbers only tell half of it. What the campaign really gave Jacksons was a personality – something unmistakably theirs, not just competent. For the trade professionals and homeowners who already knew the name, this wasn’t a new brand to learn; it was the one they’d trusted for decades, finally sounding like itself, and that authenticity is what turns a loyal customer into an advocate.
None of that happens because a fence got better. It happens because, after twenty years, Jacksons trusted us to finally tell people what the fence was actually for- which is exactly how we like to work with the brands we partner with: not just remaking them, but helping them become remarkable.
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