The rebrand comes before the marketing

Airwize came to us after trying a mix of other agencies and Google Ads on their own, with nothing much to show for any of it. This is one of the projects we're proudest of, not because the work was flashy, but because almost none of it worked on the first attempt, and we kept going until it did.

The rebrand was the easy call

The owner had been running fireworks displays around Melbourne since 1998, but the brand hadn't kept up. The website was an old WordPress build that didn't look like a real business, let alone a premium one. He wasn't especially interested in branding or marketing going in. Telling him he needed a rebrand was the easiest recommendation we made on the whole project.

Getting buy-in on something you can't fully picture

The hardest part of the rebrand wasn't the design, it was getting there together. A newer, more modern mark isn't always something a client can picture from a first draft, especially if they've never worked with an agency that pushed them somewhere new. We went through a few rounds, took his feedback seriously each time, and reworked the mark until it was something he actually backed, not just signed off on. That back and forth is why the logo we landed on is one we're genuinely proud of, and a real step up from what came before.

A website built once, barely touched since

The site went through Framer next. It wasn't a fast process, that part never is, but Airwize was happy with it from the first pass, and the revisions afterward were minor copy edits rather than a rebuild. That's rare, and it's usually a sign the branding underneath was actually settled before the site work started.

Social media didn't move the needle

With the brand and the site sorted, the next question was how to actually bring leads in. We started with content, shooting real displays and cutting trend-led videos for social. We're upfront that we're not built for volume content, we'd rather put real focus into a handful of strong pieces than churn out a high number of average ones. After a few months of that, it hadn't produced much. That's the part that doesn't get talked about enough: sometimes the obvious first move doesn't work, and you only find that out by actually trying it, not by guessing in advance.

Google Ads, run on us until it worked

So we moved to Google Ads. Because the earlier work hadn't delivered a result yet, we ran the ad setup at our own cost until we could prove it worked, the research, the targeting, the whole build. Leads started coming in within about a week of launch.

Where it landed

Airwize now runs primarily on Google Ads, backed by steady organic through Google and a bit of Facebook and Instagram, plus the occasional shoot to keep the content current rather than chase volume. The business has gone from barely visible online to genuinely busy, busy enough that we're now talking about what it takes to make it full time for him.

It's the case study we point to whenever someone tells us they've already tried an agency, or already tried ads, and it didn't work. Sometimes the first attempt genuinely was the wrong one, not proof that none of it will.