Making brands uniform for Elis

We helped Berendsen channel its long heritage into an exciting future as part of Elis

The challenge

When workwear, laundry and hygiene services brand Berendsen was bought by Paris-based Elis in September 2017, the change created both opportunities and challenges.

The key opportunity: to combine and build on the leading positions both companies had established in similar fields for over a century.

The key challenge: avoid damaging the trust and reputation Berendsen had already built up in the UK as it rebranded to Elis, reflecting its new part in an international story.

Linney’s first task was to interpret and adapt brand guidelines already developed in Paris to give them a UK flavour, retain Berendsen’s values and make the transition clear for all.

It was just the start of an exciting new creative partnership.

The idea

Far from simply uniting two brands under one banner, the project was a chance to broaden customer awareness of its combined range of products and services beyond just workwear.

So as well as introducing a new name, Elis UK, our work for the brand focused on creating a new visual identity that presented it as a supplier of complete solutions, from textiles to hygiene and facility services.

Working closely together throughout 2018, we learned which of the Paris guidelines had to be rigidly observed and where we could experiment and challenge. We progressively rebranded existing collateral, including marketing materials, trade show collateral, tender and health and safety documents, site visitor information and internal communications.

That’s continued in 2019, with work already completed or underway now on detailed visual identity guidelines, a digital sales presenter, a modular exhibition system, print catalogues and digital and web assets – all geared towards taking the new identity, market position and service proposition to existing and prospective clients.

The result

Today, the brand continues to evolve, with the rebranding project segueing into plans for new campaigns across print, social, digital, film, advertising, interiors, spatial design and more.

We look forward to helping Elis spread its message further in more ways and to more people.