Taking Care of Business
A new brand was needed for Orchard when they brought together two of their service offerings from Environmental and Networks. A strategic decision was made to bring together the strengths of both businesses as a single establishment offering a full portfolio of specialist business services to UK organisations.
For the last 15 years, Orchard Environmental and Orchard Networks have been two autonomous arms of the Orchard Group, working within their own specialist fields. As each business grew and their service offer increased, it became progressively apparent that cross-selling opportunities were becoming more frequent. This, coupled with a re-structure at board level, gave the perfect opportunity for real change. A strategic decision was made to bring together the strengths of both businesses as a single establishment offering a full portfolio of specialist business services to UK organisations.
This new perspective created the opportunity for a rebrand to launch the business to a wider audience and invigorate the internal team as they moved forward with renewed confidence.
The brand and related messaging had to be designed to make it easier for businesses to personally select what they needed from the company’s full range of facilities management services. It was crucial to portray the team of experts as an invisible army, working behind the scenes and screens to help businesses in Calderdale and Kirklees to be as efficient, effective and environmentally responsible as possible.
The Engine Room proposed the name ‘Orchard Facilities Management’ (Orchard FM) and work was undertaken on the roll out of the new brand. Key to this, was a series of voice-over animations illustrating the services that Orchard FM can offer to four specialist industries: office, manufacturing, healthcare and education. These negated the need for pages of text about services and could be utilised throughout the website, as well as by sales teams in the field and during exhibition opportunities.
Further roll out items followed, including launch materials, sales presentations, marketing tools, traditional print and e-marketing. The Engine Room developed the new typeface, strap line, identity and FM ‘trademark’ symbol, as well as an illustration to be used across the multiple touch points. The new strap line ‘Taking Care of Business’ conveys Orchard FM as a one-stop-shop for facilities management; a business focused on the hidden jobs around buildings.