A long history
Orchard Environmental and Orchard Networks are longstanding businesses operating in the Calderdale and Kirklees areas that have been providing waste management and IT managed services to local organisations for more than a decade.
As each business grew and their service offer increased, it became progressively apparent that cross-selling opportunities were becoming more frequent.
This, coupled with a re-structure at board level, gave the perfect opportunity for real change and a strategic decision was made to bring together the strengths of both businesses as a single establishment offering a full portfolio of specialist business services to UK organisations.
A new beginning
This new perspective created the opportunity for a rebrand to launch the business to a wider audience and invigorate the internal team as they moved forward with renewed confidence.
The brand and related messaging had to be designed to make it easier for businesses to personally select what they needed from the company’s full range of facilities management services. It was crucial to portray the team of experts as an invisible army, working behind the scenes and screens to help businesses in Calderdale and Kirklees to be as efficient, effective and environmentally responsible as possible.
A fresh look
Local business the Engine Room proposed the name ‘Orchard Facilities Management’ (Orchard FM) and work was undertaken on the roll out of the new brand. Key to this, was a series of voice-over animations illustrating the services that Orchard FM can offer to four specialist industries: office, manufacturing, healthcare and education. These negated the need for pages of text about services and could be utilised throughout the website, as well as by sales teams in the field and during exhibition opportunities.
Further roll out items followed, including launch materials, sales presentations, marketing tools, traditional print and e-marketing. The Engine Room developed the new typeface, strapline, identity and FM ‘trademark’ symbol, as well as an illustration to be used across the multiple touch points.
The new strapline Taking Care of Business conveys Orchard FM as a one-stop-shop for facilities management; a business focused on the hidden jobs around buildings.