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Mr. Swirl 2011 REBRAND 100 > distinction

Enterprise Rebrand
Country Base: Canada
Industry/Sector: Business and Professional Services, Consumer Goods and Services
Below: Before and After Images in Slide Show, Summary, Credits

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Industry Setting
In the Vancouver plumbing market, a number of large, well-established players compete for the attention of the same audiences. Some position on price, some on services, and some on level of establishment. In the end, the service offering is the same, and it is a contest to keep top of mind.

Mr. Swirl has been a local player for over 20 years, building a reputation for fast, friendly service with their mascot, Mr. Swirl, as their visual lead. As the company and brand has evolved, there was a desire to refresh the brand and mascot to strengthen their position as Vancouver’s friendliest plumber.

Established and polished, the Mr. Swirl brand harkens back to an era of quality service. With a charming voice, the brand attributes of friendly, supportive and dependable come to life, while the visual language incorporates nostalgic shapes, borders and colors. The result is a balance of friendly and professional.

Beyond branded collateral, the website is being overhauled and rebuilt with a focus on SEO, and launching with a pay-per-click online campaign as the advertising strategy moves beyond the industry’s traditional reliance on printed Yellow Pages. A complementary mobile site is being rolled out that optimizes content for access on mobile smart phones.

The new brand is creating a consistent experience through all consumer touchpoints – from the fleet of trucks to the call center greeting (“How can we make your day better?”) – and has renewed the company’s focus on excellence in customer service as the brand rolls out.


Client: Mr. Swirl Plumbing -
President: Milo McCarthey

Brand Strategists/Designers: Cossette -
Creative Director/Managing Partner: Nick Richards
Designer: Amanda Martens
Director of Strategy: Ute Preusse
Account Services: Kyla Morishita
Director of Production: Denise Carefoot
Production Artist: Calvin Porter


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