CREATING A COHESIVE BRAND IDENTITY FOR A LEADING NATIONAL SERVICE PROVIDER
Background
CS Brand Group partnered with the executive team at Material Handling Services, LLC (MHS) and their private equity sponsors to create a cohesive brand identity from the integration of four leading national service providers of facility maintenance, full-asset life cycle management, and maintenance of doors, docks, material handling, forklift power, and warehouse accessories. With over 1700 employees and 40000 service affiliates across the U.S., MHS needed a new identity and architecture that cohered the sub-brands and made it more efficient to reach customers. Named OnPoint Group, this new identity and architecture better reflected the broad scope of their product and service offerings and gave them the right foundation for continued growth moving forward.
Scope/Output
Brand Development
- Market Research
- Brand Identity & Positioning
- Brand Architecture
Creative Services
- Web Development
- Pitch Deck
- Transaction Communications
- Brand Launch
Challenges
- Creating cohesive brand identity from four distinct businesses while understanding the key values and emphasizing the strengths in each
- Partnering with executive team to cohere brand architecture and knowing when to create new brands and stand up existing ones
- Leveraging different marketing channels, understanding distinct audiences, creating foundational messaging, and communicating the new brand at every touchpoint
- Existing brand with hundreds of company vehicles needed acknowledgement and inhibited total rebrand
Solutions
Brand Identity and Positioning
- Created a completely new parent-company brand identity: OnPoint Group
- Established a common identity across a family of sub-brands, consolidating multiple brands into 4 power brands
- Focused the four operating divisions to reach customers more efficiently and cost-effectively with a cohesive brand architecture
- Showcased the revised brand and comprehensive array of services with foundational messaging that appeared across every marketing channel and touchpoint
- Presented a family of marks for every sub-brand that matched the existing Miner logo, allowing for a cost-effective rebrand that required no changes to the fleet of existing Miner-branded trucks
- Created websites for each sub-brand that created a cohesive look and feel
“CS Brand Group helped us focus our identity and cohere a complex family of sub-brands in a way that instills confidence in our ability to deliver services with consistency and excellence. All of this work served as the foundation for our growth going forward.”
