Brand Alignment. Nine brands unified under a single system.
TrueBlue and its family of staffing brands grew by acquisition: starting with Labor Ready, the company added Spartan Staffing, CLP Resources, PlaneTechs, and Centerline, then added brand extensions PTS Travelers, TransTechs, TrueBlue Energy & Industrial and TrueBlue Hospitality. By 2015, the organization had a great cross section of brands and capabilities, but no unified system of marketing and cross-selling. Each of the nine companies had its own messaging, visual and brand identity, positioning, and brand standards. The company needed to unify its offerings from a brand and visual perspective while allowing each brand to maintain its own identity.
What Dotti Did
Dotti identified the need for a unified offering and moved forward the initiative to create a branding, visual and messaging system that would bring the various staffing companies together. Partnering with the company’s creative director, the current state was assessed and a new approach to branding was conceived. That new system was anchored by standardization of brand visuals; a unique color palette for each brand; alignment of marketing materials; and, creation of standard templates for all print and digital collateral.
The project also included an internal campaign to announce and promote the new system. It featured a video, production of the new materials, and internal communications. (A decision was made to postpone alignment of the various brand websites.)
The new system aligned nine distinct brands in a single system of visuals, messages, templates and materials that made it easier for staff to communicate and sell, and for customers to understand the relationship among the companies.