Strength across multiple platforms
We developed a set of brand standards that guided the creation of all new marketing assets and established consistency across a host of digital and traditional marketing materials.
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, over the years, grown somewhat splintered among diverse business units. Hanlon's task as a creative partner 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.