ACV Environmental is an outcome of 5 identities merged into one. We were hired to create a brand for a new entity resulting from a complex corporate merger. The result was a brand identity that supported the new organization's structure and goals with clarity.
RTM was able to use its work to help with the transition by convening a Marketing Committee comprised of representatives from both companies charged with creating the new entity’s brand identity. This structure ultimately served both the new company and RTM as it helped to keep work moving forward through the CEO hiring process.
rtm.thinks
Mission, Vision, Values
Baseline Evaluation & Discovery
Analysis & Strategic Planning
rtm.creates
Naming
Branding & Visual Identity
Website Direction
UX, Digital Eco-sphere Design
Content Strategy
Communication Style Guides
Internal Company Materials
Background
Kinderhook, a private equity firm focused on buying and growing companies, purchased and merged two complementary environmental solutions providers, Allstate Power Vac (APV) and Clean Venture/Cycle Chem (CVCC) to create one larger organization offering more services over a wider geographical range.
As typical to these circumstances, getting two separate companies to see themselves as one is critical to a deal’s success, but it can be difficult. Complicating things, there was no clear choice of senior executive to run the new company from either APV or CVCC, meaning a search was underway for a new CEO. While there was enough pride of purpose and direction from those within ACV and CVCC to keep things moving forward well during this transition, the lack of a decision maker was an added challenge for the employees. Additionally, APV had undergone several name changes in recent years, leaving the employees a bit battered and the customers resigned.
RTM was able to use its work to help with the transition by convening a Marketing Committee comprised of representatives from both companies charged with creating the new entity’s brand identity. This structure ultimately served both the new company and RTM as it helped to keep work moving forward through the CEO hiring process. Network.
Mission, Vision, Values
Drafting the mission, vision and values was an excellent way to promote open communication and let those who don't know each other see how aligned they actually are. Asking probing questions that would ultimately help with the naming process as well, the RTM team learned what was most important to these two companies in terms of how they wanted to perceived externally and the valued the Committee wanted to remain after the merger.
The exercise, combined with existing business goals, helped RTM draft a mission and vision that resonated across the board. The values conversation was at times passionate, but never disrespectful and helped the company to draft values that are easy to understand and embody.
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