RF Gardiner identity gets maintained by Thought

Thought has been appointed to create a new identity, website and marketing materials for grounds and property maintenance company RF Gardiner for a fee of around £40 000.

The brief extends to considering naming options for both the company’s corporate name and its three operating areas of ground maintenance, property maintenance and civil engineering and was prompted by growing competition within the industry according to RF Gardiner company secretary Charles Price.

‘We are a family-owned business and viewed as rather old-fashioned and traditional. Our competition has stolen a march on us by going down the glossy brochure route. [Design] is something we’ve never really looked at before, [but] now we want one unified image for all our communications,’ he says.

Price adds, ‘While we want an entirely new image, we are looking [for the design] to keep the positive side of our heritage, like service and loyalty.’

The specifics of the identity work will flow from the naming review, according to Thought account manager Sarah Sweet-Rowley.

‘[RF Gardiner] is concerned that it is not well-known and the aim is to raise awareness,’ she says.

Thought creative director Craig Cook is leading the project, with senior designer Dave Stimpson. The consultancy was appointed without a pitch, on the strength of previous work with Thames Water, one of RF Gardiner’s clients.

RF Gardiner’s clients include local councils and ultility companies, and it also works with the Environment Agency.