For almost a century, the Asplundh Tree Expert Co. has been the international leader in safe, innovative, sustainable vegetation management and utility-related services. Employing 30,000 service professionals throughout the United States, Canada, Australia, and New Zealand, Asplundh performs tree maintenance, right-of-way clearing, utility line construction, and emergency storm work and logistical support.
Asplundh’s time-honored heritage had grown somewhat splintered among diverse business units. Our task was to remind customers on an ongoing basis that Asplundh was simply the right choice. Our first order of business was to create a unified identity, positioning statement, and brand guidelines that would ensure consistency throughout Asplundh’s vast global network.
Asplundh’s professional culture has always focused on the company’s role as a “humble servant” of the communities it serves; we sought to evoke that feeling of reliability with an integrated campaign. As with the positioning line, inspiration came from the familiarity of the company’s fleet of orange service trucks, seen for decades on roadsides across the country. We made a conscious decision to cement Asplundh orange into every piece of messaging we created: online, print, or social. It worked. Our “Orange Crush” campaign received an Advertising Excellence Award from Rural Electric Magazine in honor of outstanding recognition among readers.
Not many companies can say they are the leaders of an industry that they founded over 90 years ago. Even fewer have the ability to change, grow, and prosper through everything that the world has thrown at them. Asplundh is truly unique in that way. This fearless pursuit was evident in their desire to create a user-friendly online presence to better tell their incredible story, attract new clients and employees, and optimize their searchability.
After developing a set of brand standards to guide the creation of all new marketing assets we put them to work across a host of digital and traditional marketing materials. Advertisements, trade show graphics, digital assets, collateral, and signage all spoke the same language and established a consistent and fresh brand look and feel.
Being a family-owned company, it was important to us that our advertising and marketing partner be cut from the same cloth. Hanlon’s ability to understand who we are as a company and help us tell our story in the most compelling manner possible is what sets them apart from other agencies we’ve worked with in the past.Patti Chipman Manager of Corporate Communications