MilliCare
2006 ReBrand 100 Winners > best of awardsIndustry: Commercial Franchise - Below: Before Images, Rebrand Images, Summary, Credits
Summary: Challenge - The goal of rebranding MilliCare, a carpet and textile maintenance franchise, is to own healthy, sustainable “clean” in the typically mundane category of commercial cleaning. The market is fractured; the primary business challenge is apathy (why should I care?); and the maintenance service is delivered in absentia, at night when end users are not present. Strategy - Brand strategies include: - Elevate and project the experience of safe, healthy, and fun “clean” through memorable images and messages - Develop modular components to allow targeted messaging to diverse market gatekeepers - Identify communication channels direct to the in-absentia end-user. - Leverage the global franchise and R&D resources of parent Milliken & Co. through a “network of knowledge.” Result - A comprehensive rollout across all brand touchpoints — corporate identity, signage, print collateral, interactive exhibitions, PowerPoint presentations, website, product packaging, vehicles, and special promotions — was enthusiastically received and has significantly increased business opportunities. Credits: MilliCare - www.millicare.com Creative Firm: The Moderns - www.themoderns.com Executive Creative Director and Brand Strategist: Janine James Design Director: Kevin Szell Writers: Alison Smith, Collin Bennion Designers: Sara Mears, Richard Gordon-Smith Photographers: Dylan Cross, Nathan Sayers (Green Clean book) Publisher: Melcher Media (Green Clean Book) [back] |
