When my team and I began to work on improving the Edge Pest Control brand, one conclusion we reached was that the generic name of Edge wasn't serving the brand. We needed something we could own completely.
In order to achieve this I vetted several branding agencies to find the one that fit with our vision best. After working with them for three months, we had a new brand. During the process I submitted several names for consideration and guided the executive team to see each option through the perspectives of various backgrounds, positions, and beliefs. I also managed deadlines, agency relations, regular meetings, and approval of visuals.
When the time came to announce it to the company, I helped produce the reveal event, and produced the video that became the official reveal moment.
Expedition 2022
Client: Saela Pest Control
Roles: writer, producer, director, cinematographer, editor, colorist, sound mixer
We hosted several naming workshops with the executive team and the agency I found. Here's a look at early ideas to help us focus on a feeling or idea we liked in order to target specific names.
After the reveal, I directed the transition from Edge to Saela by leading workshops with every department. I helped them identify every item that would need a brand update and got them to prioritize what needed to be done before the public reveal and what could be done post-reveal. This photo is one example from the brainstorming workshop with the administrative department.
Then, using Microsoft Project, I organized all the tasks and assignments for each department and directed them to create deadlines and dependencies. I was also in charge of overseeing the rebrand budget and planning for its dispersal.
I oversaw the selection of new uniforms, new vehicles wraps, and new building signage. I also directed the production of all new media assets.
Over the following year I kept Project updated and communication flowing. In the end the transition was complete, our customers and employees were happy, and there was budget to spare.
Visit brand.saelapest.com for a detailed look at the finished brand identity.
