Asplundh
Unifying a Legacy Brand for Modern Market Impact
01
The Situation
Asplundh, a global leader in utility line clearance and vegetation management, had built a nearly century-long reputation for safety, reliability, and service. But over time, its brand had become fragmented across business units, making it difficult to present a consistent identity to customers, employees, and partners.
02
The Insight
In an industry built on trust and reliability, consistency is everything. Asplundh’s strength wasn’t just its services—it was the familiarity and confidence the brand created in the field. That recognition needed to be unified, amplified, and modernized.
03
The Strategy
Hanlon developed a cohesive brand platform to unify Asplundh’s identity and reinforce its leadership position:
- Establish a clear, consistent positioning across all business units
- Build brand guidelines to scale across a global organization
- Leverage recognizable brand assets to create immediate market connection
- Align brand storytelling with both customer trust and workforce recruitment
04
The Activation
We introduced a unified visual and messaging system anchored in Asplundh’s most recognizable asset, its iconic orange fleet. Through the “Orange Crush” campaign and supporting brand rollout, we:
- Standardized brand expression across digital, print, and field assets
- Designed a modern, user-friendly website to improve storytelling and searchability
- Deployed integrated marketing across trade, digital, and recruitment channels
05
The Impact
- Established a unified, scalable brand across a global organization
- Strengthened market recognition and brand consistency in the field
- Award-winning campaign driving industry visibility
- Modern digital presence supporting growth, recruiting, and engagement
Hanlon helped us unify and modernize a brand built over nearly a century. They understood the importance of honoring our legacy while creating a consistent, scalable identity across a complex global organization. Their team brought clarity, discipline, and creativity to every touchpoint, resulting in a stronger, more cohesive brand that better reflects who we are today.”
Patti Chipman
Manager of Corporate Communications
