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Augies Building Services, initially founded in 2007 as Augie’s Janitorial Service, had an outdated clip-art logo. The company provided high-level commercial cleaning and maintenance services but lacked the polished brand image needed to expand growth.
To effectively reach commercial customers and convey a higher level of professional credibility, Augies sought a comprehensive brand refresh in 2019. The challenge was creating a brand image, including a new name, logo, slogan, brand strategy, and compelling copywriting to better represent their identity and commitment to excellence
Augies Building Services
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Commercial Building Services
The Identity Creative team partnered with the owners, Matt and Sharon Bazell and their team to undertake an in-depth rebranding structured in three phases: Clarify, Create, and Connect.
This initial phase focused on solidifying the brand strategy. A potential name change was explored, and it was concluded that “Augie’s Janitorial Services” was limiting to the scope of services they offered. After considering several options, it was decided that the name “Augies Building Services” improved people’s impression of the company’s level of services and professionalism.
Unique differentiators and the company Mission, Vision, and Core Values sets in Augies apart from competitors.
“SHINE” emphasizes their commitment to excellence and support for their service team members:
The workshops crystallized the idea that Augies was more than just a cleaning service; they were dedicated to “SHINING” both in their cleaning efforts and in fostering a positive work environment for their teams.
With a focus on embodying the mission and values of “shining,” we developed multiple design concepts featuring themes of light and brilliance.
The chosen logo design depicted light rays emanating from commercial buildings, forming an artistic lowercase “a” that symbolizes the organization.
The rebranding launch included graphics introducing the new dynamic logo and bold SHINE message.
The new name and brand identity gives Augies Building Services a confident presence as a credible leader in the Metro Detroit building services market.
The “Augies SHINE” quality has driven client satisfaction, showcasing the tangible results of the rebranding efforts.
As a family-owned and operated company based in Auburn Hills, Michigan, Augies Building Services now stands out in the marketplace, attracting new clients and generating positive results in a competitive landscape.
Let Identity Creative help you enter the 21st century with a stunning brand that will capture and keep you customer’s attention.