Wolcott Services
Making home services accessible and stylish for the people of Portland
The family-owned, three-in-one home service company (plumbing-electrical-HVAC) has been serving up home solutions to the Portland community for nearly 40 years. And after 4 decades of commercial service, our job started with a blank canvas, quite literally, as they had an entire fleet of 80 bare, white trucks and vans just waiting to be branded. So we wrapped them up and sent them on their merry way, providing quality home repair and maintenance — along with natural advertising for their new residential service — all over the Portland metro area.
Rebranding an Experienced Player in Portland Plumbing
After 40 years in business, Wolcott was an established company with a ready-made culture attached. We developed a brand personality to complement that culture: a really cool, Portland-centric mix of practicality, expertise, and humor — sometimes self-deprecating. To infuse the Wolcott brand with added depth and delight, we developed a pattern full of conduits and icons befitting the Portland communities that Wolcott serves: roses, Edison bulbs, and… donuts! When they dove back into the residential market after years of commercial plumbing work, Wolcott had added two new services to their docket, so we also played up the three-in-one aspect of their brand.
Rounding Up New Recruits
Well, the new Wolcott brand was successful, but there weren’t enough technicians to service all the calls. So, we shifted focus to recruiting more excellent employees. And we thought that process should be fun, too.
Using FUN to Appeal to Target Audiences
We knew that plumbing wasn’t boring. But we also knew that the vast majority of people didn’t know that. So, we opted for a bolder, more memorable, and — most importantly — fun approach to advertising. The digital content and ads combine a consistent visual language with unexpected, cheeky messaging. And the commercials are edited to convey speed and efficiency — while making you laugh.
Awards
Summit International Creative Awards 2020: Commercial, Silver
Print Magazine Regional Design Award 2018: Logo & Identity