Gaco's Three Rebrands. One Seamless Customer Experience.
Through three major corporate rebrands involving Firestone, Holcim, and Amrize, Montana Banana delivered each Gaco website transition in just 6-8 weeks, on time and on budget. Strategic SEO management, content audits, domain consolidation, and UX improvements preserved organic traffic and search rankings while keeping critical product resources accessible. The result: three successful rebrands, no scope creep, and a long-term 404 error rate below 1%, all while minimizing disruption for Gaco’s customers.
Challenges
Multiple Rebrands
Required three full website rebrands in just a few years due to acquisitions. Each rebrand demanded a 6–8 week turnaround.
Brand Consistency
Needed to completely scrub the site of prior brand remnants after each ownership change.
User Impact
Each rebrand required a re-evaluation of navigation and user experience to minimize disruption.
Product & Content Audit
Needed to remove outdated products and content while aligning with each new parent company’s ethos.
SEO Risks
Rebrands often cause traffic loss; maintaining rankings and visibility was critical.
Domain Control
Conducted audits to confirm ownership and consolidate domain logins.
Client Overview
Gaco is a leading manufacturer of roofing coatings, waterproofing systems, adhesives, sealants, and insulation solutions for commercial and residential construction. Founded in 1955, Gaco built its reputation on innovative liquid-applied coatings and building protection technologies. Acquired by Firestone Building Products in 2017, the company became part of Holcim following its 2021 acquisition of Firestone. In June 2025, Gaco transitioned to Amrize, an independent, publicly traded company spun off from Holcim. Today, Gaco offers an expanding portfolio of solutions protecting buildings from foundation to rooftop.
Approaches
- Comprehensive UX Review
Reworked navigation and structure with each rebrand to ensure usability and compliance with new brand guidelines.
- Product & Content Realignment
Removed irrelevant content, refined product pages, and repositioned messaging to match parent company expectations.
- Full Resource Audit
Verified that all critical resources (e.g., specs, datasheets, and guides) were up-to-date and accessible for customers.
- SEO Strategy
Proactively planned for redirects, monitored performance, and adjusted strategy to protect organic visibility.
- Domain Audit
Confirmed and centralized domain ownership, ensuring smooth transitions and continuity.
Results
On-Time, On-Budget Delivery: All three rebrands completed within 6–8 weeks with no scope creep.
Stable SEO & Traffic: Organic traffic and rankings remained steady despite the inherent risks of major rebrands.
Minimal Errors: Achieved less than a 1% long-term error rate (404 pages).
Business Continuity: Customers experienced smooth transitions without losing access to critical resources.
New Name. Same Game. Zero Monkey Business.
Big changes ahead? We’ll keep your brand, website, and customers moving together.