We successfully unified Anthem Properties and Anthem United’s online presence, strategically merging two distinct brands into one cohesive platform. This integration strengthened their digital identity and improved SEO visibility without losing valuable search equity.
Anthem Properties
Client Overview
Anthem Properties is a respected real estate developer recognized for managing a diverse range of residential, commercial, and retail properties. With a commitment to sustainability and innovative urban development, Anthem consistently focuses on enhancing the vibrancy and functionality of the communities they create.
Historically, Anthem operated two distinct online presences: Anthem Properties and Anthem United. Over time, maintaining separate digital identities became increasingly challenging as the company’s business divisions grew closer and more interconnected. Managing two separate domains resulted in fragmented branding, complex digital management, and diluted search engine visibility. Anthem needed a strategic approach to unify their online presence without losing the valuable SEO authority that had been built over many years.
The Process
Discovery and Alignment
We initiated the project by facilitating comprehensive digital workshops involving Anthem’s internal teams and their external development partner. These sessions were designed to identify key business objectives, uncover technical considerations, and ensure alignment among all stakeholders. Following the workshops, our team conducted a detailed SEO audit of both existing domains to thoroughly understand their current search performance, strengths, and areas needing improvement. During this phase, we also coordinated closely with Anthem’s development partner to integrate user experience (UX) considerations into our SEO strategy, ensuring a seamless user journey alongside optimized search visibility.
Detailed Analysis and Strategic Planning
With the refreshed brand identity established, we developed the creative and strategic theme “Old Soul, New Spirit,” expressed consistently through carefully crafted content, visual storytelling, and strategic brand extensions. Additionally, our team conducted a thorough SEO audit and technical analysis, successfully migrating over 10,000 web pages while optimizing and reducing media files to achieve a substantial decrease of over 40 GB in website storage. The new site was built on a client-friendly CMS for ease of management, complemented by comprehensive expansion of targeted SEO keywords. We further integrated robust analytics software, enabling precise tracking and continuous improvement of website performance and user engagement.
Implementation and Integration
In close collaboration with Gastown BIA, we executed the seamless transition to the refreshed branding and rebuilt website. The meticulous migration and optimization process ensured minimal disruption while significantly enhancing digital performance and usability. Continuous monitoring during and post-launch ensured the brand refresh was consistently and effectively implemented across all digital platforms.
Results & Impact
Gastown BIA now possesses a revitalized brand and fully optimized online platform, accurately capturing the historic charm, contemporary vibrancy, and community spirit of the district. The successful brand refresh provides strong consistency across all channels—including social media, community outreach, and in-person interactions.
The updated and streamlined website has significantly improved user experience, bolstered SEO performance, and provided powerful analytics tools to support future growth and strategic planning.
