Before designing the new identity, we knew it was important to develop a new message and meaning for the brand. Part of the issue was the fact that the name Progressive Irrigation itself was creating confusion; Progressive offered much, much more than irrigation services alone.
We knew that there would be no deviation from the original name which has a heavy emphasis on irrigation, so we would have to find a creative way to redirect the focus to be on additional services. Therefore, we sought out a tagline that could be incorporated into the identity once we reached that stage. We had already decided we would downplay the word “irrigation” in the design of the logo and build brand awareness around the company being referred to as Progressive instead. On a national level, this would be hard to difficult due to the large Progressive Insurance brand. However our client’s market was specifically Southeast Michigan, and already had a brand identity and awareness in the local market.
What do we do? We manage the elements. We have the capacity to succeed, against all odds, in whatever the natural world throws at us. We’re full-service. We don’t back down. We’re honest and hardworking. We’re here to make our customers’ lives easier.
We also worked with Progressive and created a new brand promise and mission statement for the company to live by. This was to be used not only in external communications but internally as well. The client found this to be a great technique in getting the entire organization in line with the core values of the company moving forward.
“To be the most trusted and sought out residential and commercial property care company in the world”.
“When you hire us, you’ll hire the most trustworthy, knowledgeable, and efficient residential and property care company in the world”.
After defining the brand’s messaging, we started working on the new logo and identity for Progressive.
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