Waste solutions company Shanks & McEwan has regrouped its operations under the name Shanks, with a new identity created by Bamber Forsyth. Shanks operates across 70 sites nationally. The rebranding programme covers the fleet of vehicles, uniforms, signs, stationery and the website.
Shanks communications and brand manager James Weekley says: ‘The old identity and the way we presented ourselves visually didn’t support where we wanted to go as a business. We were not conveying that we provided solutions for customers and we were seen as a bog standard [sic] waste management company. Our main concerns were that we had full internal support and involved our employees.’ A selection of employees from vehicle drivers through to directors were closely involved in the process. ‘We have created 45 brand guardians. We wanted a change that was value for money and to appoint someone who would understand our business, the issues and the people. Throughout the process BF has been very receptive to the cost of implementing [the changes].’ It was implemented in-house.
Weekley’s advice to other companies thinking of rebranding is to: ‘Have a strong committee team with support from the top. Appoint a design consultancy with a realistic and flexible attitude [that is] thorough and meticulous with detail, with the end in mind – that is, how it will be implemented.’