Naming and Branding

The brief

Ridge Crest Cleaning Services, a professional cleaning services company to the education sector, contacted MCS requesting a full brand overhaul. This ambitious project not only involved renaming and rebranding their organisation, but also the design of a new WordPress website and a set of marketing materials, such as proposal documents, email templates and PowerPoint templates.

Our approach

At the core of the project was the challenge of creating a brand identity that reflected the values and vision of the company. After lots of research and creative brainstorming, our team came up with the name ‘Kindred’ that best captured the feeling of connection and belonging that is at the heart of the company’s way of working with their clients and employees.

During the branding process, we explored Kindred’s services and the unique value they bring. We developed a brand image that highlighted their professionalism and expertise, but also had a sense of warmth, trust and approachability to it. The new brand visuals were designed to reflect the strong relationships Kindred builds with their clients and community.

A key part of the transition was communicating the brand’s evolution to existing clients. By developing a successful communication strategy, we ensured that the name change transitioned seamlessly for Kindred’s loyal customer base, reassuring them of the trusted relationships that had been built over the years.

Results

When Kindred’s new brand was launched, it was an instant success. The client was extremely pleased with the outcome, especially as everything was delivered on time and stayed within budget. Now that the new name and brand have been rolled out, Kindred has made a strong on the commercial cleaning and education sector.