Founded in 2007 as Augie’s Janitorial Service, Matt and Sharon Bazell knew that the logo with which they started their business would eventually hinder the growth they envisioned.
As they had expanded their service offerings, their growing commercial client base meant more potential commercial customers. Effectively reaching this target market meant that they needed a brand identity that would communicate a higher level of professional credibility. They decided to refresh their brand identity in 2019 with the Identity Creative team.
BEFORE
AFTER
Clarify
During the first phase of the Augies rebranding process, we wanted to bring clarity to the brand and solidify a brand strategy moving forward. The owners brought in key people from their management team who worked through the rebranding project.
Each team member expressed that Augies commitment to excellence and to supporting every individual on their service team, were of the utmost importance. They had already been using the word “SHINE” as an acronym for their core values (which we applauded!).
Service – Doing whatever it takes to fulfill our promise to the best of our ability
Honor – Elevating our team and clients through respect, kindness, and sincerity
Integrity – Cleaning, caring, cultivating even when it may not be noticed
Noble – Knowing our work is foundational to a productive economy, community, and a more beautiful workplace
Extra-mile – Going further than expected to help others toward a greater success
Through this Clarification phase, the word SHINE kept surfacing and expressed both what they do to make buildings shine and what they instill in their service teams – to SHINE from the inside-out!
Create
We sought to reflect the mission and values of “shining” in their brand identity. Several of the design concepts included themes that incorporated the idea of light and shine. The team selected the symbolism of light-rays eminating outward from two commercial buildings which formed an abstract lowercase letter “a” for Augies.
Through the symbolism in their brand identity, we were able to express multiple aspects of their company, including their core values and purpose – Shining from the inside out.
“We’ve seen people who live, work, and grow in the spaces we service, thrive with a renewed perspective.” – Matt Bazzell, Owner
The Name
Because Augies goes beyond commercial cleaning, the decision was made to change the name from “Augie’s Janitorial Services” to “Augies Building Services” to redefine their growing company.
There was also significant thought given to whether Augies should keep the apostrophe “s.” When looking at examples of large, corporate companies who have long dropped the apostrophe, it was decided that a clean “Augies” was the way to go.
Connect
Once the brand identity project was completed, the company needed to connect their refreshed brand with people in the marketplace. An “Introducing the New Us” card was created and distributed to show the before and after process they trademark went through. It also tells the story of how people can find a new way to shine in their workspace with Augies on their team.
The Augies Brand Blueprint and their BrandScript guided the content on the new Augies website, from imagery and copywriting to the call-to-action. Now they are connecting with people in a uniquely Augies way.
A Great Team
In everything they do, from groundskeeping services and day porter services, to supply fulfillment, and facility maintenance, Augies Building Services is committed to shine in the lives of their employees, so their work will truly make every building shine.
They know that a clean space truly reflects a company in a positive light. Their service model incorporates personal responsibility and a sense of ownership among their service teams. The “Augies SHINE” means that their teams are proud of the work they do and their clients can see the difference.
Augies professional SHINE quality and their exceptional client services, is what keeps happy clients. Augies Building Services is a family-owned and operated facility services company located in Auburn Hills, MI. Visit their website to learn how you can bring Augies SHINE to your facility!
