Case Study
A unified brand gives peace of mind
"It has given me peace of mind to know that there is someone who ‘has my back’ both in terms of digital marketing and my company's visual identity."
– Rene Jørgensen, Skovarbejder.dk
A brand overhaul by MeganK. Marketing & Design resulted in increased visibility
More customers in the local area
All brand element on target
More visibility and attention
The Story
Rene Jørgensen has been a self-employed arborist with his own company, T.T. Service, since 2012. He has both business and private customers and takes care of all types of tree felling, pruning, planting, etc. Several of his customers are large landowners and contractors, who use him as a regular subcontractor, but approximately 30% of his time is spent felling and pruning trees in private gardens.
Rene hired MeganK. Marketing & Design to advise on his marketing activities and to help renew his company's visual identity. The goal was to achieve greater brand recognition to attract more private customers closer to home, so he could save on transportation.
The Challenge
We started by reviewing the company's expression and online presence to get an overview of the situation and opportunities. We came to the following conclusions:
- The company's name, T.T. Service, didn't indicate what the company did
- The company's full legal name, Træfældning- og Topkapnings Service, was too long
- The company's website address was skovarbejder.dk – an entirely different name that the company itsself
- The logo was humorous and understandable enough, but represented only one facet of the company's services
- The font type in the logo was outdated and not to be taken seriously
- The overall content and expression were not customer-oriented
This meant that the brand identity was confusing and an update was needed.
"I am very satisfied with the logo design process. Megan came up with a lot of suggestions and was good at tailoring it to my tastes. It's hard to change a logo one has had for so many years, but I think we found a good solution and I look forward to showing it off on my new company car.”
The Solution
To streamline the company's visual and written identities, and thus strengthen the brand, we started by addressing the two most visible and important areas sending conflicting signals - the company's name and logo.
Company name
We started with the company identity: How could we make it less confusing for customers? The differing names of the company and the website had to be aligned. The new name should:
- Speak to both B2B and B2C customers
- Be simple and memorable
- Be understandable and trustworthy
We agreed that the website's name, Skovarbejder.dk, did all these things. The company was renamed and we started designing a new visual identity.
Company name
We started with the company identity: How could we make it less confusing for customers? The differing names of the company and the website had to be aligned. The new name should:
- Speak to both B2B and B2C customers
- Be simple and memorable
- Be understandable and trustworthy
We agreed that the website's name, Skovarbejder.dk, did all these things. The company was renamed and we started designing a new visual identity.
Logo
We started the design process by looking at the old logo and the new name. Throughout the process, we were in close contact with Rene to find the right direction and feel.
"I think we have found a good solution and I look forward to showing it off on my new company car," adds Rene.
Logo
We started the design process by looking at the old logo and the new name. Throughout the process, we were in close contact with Rene to find the right direction and feel.
"I think we have found a good solution and I look forward to showing it off on my new company car," adds Rene.
Spreading the brand
With both the company name and logo in place, we were able to start establishing the company's new visual identity through several elements:
- Company car design
- New business cards
- Updating the website
- Establishing and customizing a Facebook company page
Spreading the brand
With both the company name and logo in place, we were able to start establishing the company's new visual identity through several elements:
- Company car design
- New business cards
- Updating the website
- Establishing and customizing a Facebook company page
The Result
Brand recognition takes time, but with a new company car on the way, the visibility of Skovarbejder.dk will soon increase significantly in the local community. At the same time, a strong fundament has been established for future advertising and building a digital presence.
“It has given me peace of mind to know that there is someone who ‘has my back’ both in terms of digital marketing and my company's visual identity. I can focus on my work and know that a good foundation has been made, which we could build on if it becomes necessary to increase advertising.”