---
title: JH Fox, MLP & Backflow Prevent | Three-brand strategy | OTOT
description: How OTOT defined distinct audiences and roles for JH Fox, Mark Leonard Plumbing and Backflow Prevent, then developed JH Fox’s brand and website.
---

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JH Fox · Mark Leonard Plumbing · Backflow Prevent

# Three brands. Three reasons to choose.

The group had three businesses with different strengths, but its websites were telling much the same story. The aim was to attract customers who valued the work, rather than competing on price alone.

Strategy developed  
 JH Fox assets in review

The business problem

## Different strengths. A similar story.

A homeowner with a leaking tap, a property manager arranging maintenance and a facilities team managing compliance do not buy in the same way.

The group needed to decide what work each brand should attract before changing logos, writing pages or buying more traffic. That commercial direction became the starting point for the brand and website work.

The strategy

## A clear role for each brand.

### JH Fox

Build on local heritage with homeowners in Melbourne’s eastern suburbs. Explain the residential services and help people choose the right next step.

### Mark Leonard Plumbing

Grow commercial and property-management relationships alongside residential work. Show the capability and reliability those buyers need.

Backflow Prevent

### Backflow Prevent

Focus on specialist testing and servicing, repeat customers and larger, multi-site accounts with ongoing compliance needs.

What OTOT did

## Strategy into brand and website.

- Defined the commercial role and audience for each of the three brands.
- Researched competitors and the questions customers ask in Google and AI search.
- Refined JH Fox’s visual identity and messaging, with draft brand guidelines.
- Developed the website’s customer journeys, page structure, content and working design.

![JH Fox website draft, one part of the wider three-brand engagement](https://www.otot.com.au/hubfs/raw_assets/public/otot-november-2026/assets/jh-fox-site.jpg)

JH Fox working website draft. Client review, not a production launch.

Where the work stands

## A direction the group can build around.

The strategy gives each brand a distinct job. JH Fox’s draft guidelines and working website carry that direction into something the client can review.

The next step is client review of the JH Fox brand and website before launch.

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Tell us about the business and what needs to change. We’ll help define the work, the priorities and a way forward.

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Strategy, brand & marketing.  
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