Rebrand
I helped lead a multi-platform rebrand for Apex Solutions, supporting the transition from Apex Plumbing Solutions to a broader brand identity that reflected the company’s expanded services. The rollout included logo development, website updates, directory changes, vehicle wraps, print materials, and local media promotion.
Challenge and Role
Challenge: This company was growing fast. After 16 years of serving primarily as a plumbing business, Apex Solutions grew to include HVAC. After several months, they included electrical services, then foundation repair and waterproofing. They realized they couldn’t function properly as Apex Plumbing Solutions since they weren’t just a plumbing company anymore. The goal was to continue growing, and doing so meant refreshing the brand to be able to serve all and any divisions now and in the future.
Role: Serve as project manager and oversee every aspect of this rebrand. I needed to make sure the company had everything ready to serve the community as Apex Solutions and to start building brand recognition.
Logo Design and Brand Identity
Using Canva, I selected typography that aligned with the updated brand direction and improved consistency across applications. I added the divisions underneath it to match the previous logo.
Since the company continued to grow, it was important to list all divisions in the logo to make the new divisions known.
There was concern that listing all the divisions underneath “Apex” made it hard to read. I developed alternate logo variations to improve flexibility across layouts, signage, and marketing materials.
Once it was decided to rebrand to make growth easier, I used Figma to create 3 versions. This allowed leadership to select the one they thought was best (#3).
Website Transition
With a new DBA purchased and the logo finalized, we needed to create a plan for updating our website. We created a schedule for the release of our name, and planned to update every logo and name on our website. We also purchased a new domain to match.
Directories and Citations
I found and noted every major online citation that had our brand. I claimed pages, reset logins, and contacted customer support to update every listing. Out of the 18 major listings, all but 3 were able to update. During this, I was able to ensure a correct NAP match on each citation. It was incredibly important that during a name transition, NAP matched to avoid rejection on Google. Once completed, I was then able to prove to Google that our name had changed and update our GBP and ads. Eventually, we were able to use a citation service to build out more citations online for our new brand.
Physical Brand Roll-Out
With a new name, we needed new trucks and print material. I researched several local signage companies and picked one based on budget and quality. They were able to create a new, modern van wrap that helped expand our branding. With branding in place, I was able to create business cards, signs, and other materials to make brand recognition easier.
Media & Public Awareness
Once ready, we were able to launch our new refreshed brand publicly. This included social media, email, and a sponsored article in our local newpaper.
