OnPoint
Creating a Cohesive Brand Identity for a Leading National Service Provider
The Challenge
With over 1700 employees and 40000 service affiliates across the U.S., MHS needed a new identity and architecture that cohered their sub-brands and made it more efficient to reach customers. 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.
The Solution
With leadership, CS Brand Group created a completely new parent-company brand identity known as OnPoint Group. This provided a foundation for a unified brand across the various sub-brands, consolidating multiple brands into four power brands. By doing so, the company could reach customers more efficiently and cost-effectively through a cohesive brand architecture. To minimize costs and maintain continuity, a family of marks was developed for each sub-brand that aligned them with the existing Miner logo. Additionally, individual websites were created for each sub-brand, providing a cohesive look and feel while showcasing their unique offerings and aligning with the overall brand identity.
Foundation
- Landscape Audits
- Stakeholder Interviews
- External Focus Groups
- External Surveys
- Internal Surveys
Identity
- Brand Identity & Positioning
- Brand Architecture
- Name Exploration
- Logo Development
Launch
- Website
- Branded Collateral Set
- Launch Communications
- Brand Intro Deck/ Materials
- Social Media Buildout
Summary/Results
This new identity and architecture better reflected the broad scope of their product and service offerings and gave OnPoint the right foundation for continued growth moving forward.
“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.”
Brent Parent
Chairman of the Board, OnPoint Group