A naming and identity programme to differentiate an environmental services company
Elementus
With a plethora of acronyms and 'enviro' style names in the marketplace EMS rightly concluded the time had come for differentiation. In addition their unique, personal but professional approach to business was not being exploited as a brand differential. Firebrand were selected to develop a new name, promise and identity for them complete with a comprehensive roll-out programme. Following a full positioning evaluation, Firebrand conducted naming workshops, followed by shortlisting processes and final selection. The tasks included market appraisal, URL acquisition and trademark registration.
Firebrand created an entirely new logotype for the business but modified and improved existing colour palettes to retain continuity with the original identity. The approved design was complemented with a series of original illustrations that gave the business a unique style within the marketplace. The identity implementation programme included product literature, direct mail, business stationery, presentation materials and online usage.