spruce facilities management

Project Details

  • Brand Discovery
  • Name Concepting
  • Name Creation
  • Tag Line Creation
  • Corporate Logo Design
  • Domain Name Acquisition

Branding a facilities management service company.

The Challenge: To update the name and image of a 30 year old building maintenance company.

This project might be what you would call an "extreme name makeover". The former company name was Regency Building Service, a name that conjured up images of a run down hotel in the old part of town, or a musty old abandoned movie theater. The new owner of the business had added all types of new technology, infrastructure and internet reporting capabilities to this established building management and maintenance company, but the name "Regency" kept the image of the company stuck in the 1970's.

The new name "SPRUCE" provided an effective double meaning. The obvious one was that of a spruce tree (an environmentally friendly image). The secondary meaning was the verb "to spruce" meaning "to clean up". Having just one syllable also strengthened the name's appeal and made the company sound more national, corporate and credible.

To further support the name and help position the company against its competition, a tag line was invented. SPRUCE... "The Everclean Company". Everclean brought up the image of "Evergreen", the very essence of a spruce tree. Not only did it sound natural to the ear, but it also positioned the company focused on quality and customer service. In the end, the company cleaned up very well.