B2B Services / CommercialPilbara Pest Co
How brand became a competitive advantage
“Everyone in the pest control industry looks the same. Same tired old cliches. That’s our opportunity.”
The challenge
The opportunity
What I did
The result
Scaling up to enterprise clients while maintaining strong local trust. An industry full of tired visual clichés and generic positioning. Needed to appeal to mining and commercial real estate without alienating domestic clients. Price-led competition was eroding margin and brand perception.
Set a new category standard: be the first “craft” brand in a space that looks either too corporate or too unprofessional. Build trust and credibility that wins higher-value work. Create a brand that works as hard for enterprise buyers as it does for homeowners.
Conducted audience segmentation across three groups: commercial real estate, mining, and domestic. Research revealed facilities managers select contractors almost exclusively on experience and reputation (90%), price barely registers (40%). Built brand strategy and positioning around this insight: trust as a differentiator, not a hygiene factor. Developed a brand values framework and message house balancing professionalism with local authenticity. Oversaw creative direction shift: from industry tropes to a bold, clean aesthetic built on clarity and precision.
Category-defining brand. Confident, professional, and trusted by mining execs and homeowners alike. Premium, recognisable identity now consistent across all client touchpoints. Attracted higher-value commercial clients; reduced reliance on price competition. Expanded to five locations across the Pilbara region.