Creating the UK’s leading commercial laundry brand

Merging three businesses

Following a three-way merger, an as-yet-unnamed commercial laundry brand turned to us to create a unified, impactful brand identity.

The challenge was threefold: to capture the unique scale and breadth of the organisation’s services, to recognise and integrate the strengths of the three individual businesses, and to set a path for future growth as one cohesive brand. The coming together of SLS, Armstrong and Hughes Pro was an opportunity to take a position at the forefront of commercial laundry. It was our job to create an identity fit for an industry-leading brand – and we started with a name: WASHCO.


Image of WashCo logo
Image of pages from WashCo's new brand guidelines document
Images of two WashCo adcepts showing how messaging and tone of voice sit with imagery.

Creating a fresh new identity for a market leader

Based on our previous experience with one of the three individual businesses, we were trusted to guide this important project from start to finish. We took a deep, comprehensive approach that considered everything from board-level strategy to engineer workwear. After all, internal buy-in and engaged employees would be an important way of measuring our success.

Following a creative and strategic workshop, we produced a new brand strategy, proposition, tone of voice and brand identity. We uncovered the fundamental truths of WashCo’s business – and found the most effective, impactful ways to take that message out into the world at every touchpoint.

Photograph from photoshoot of two employees pushing a machine wearing branded polos.
Image showing brochure mock up for WashCo with photo of laundry machine in front of circle of water.
Image of WashCo trifold leaflet showing photos of different laundry machinery.

Crucially, we developed a tone of voice that struck the careful balance between confidence and arrogance. By focusing on WashCo’s new reach and unparalleled expertise, we were able to underpin all messaging with measurable facts about service levels and delivery.

Visually, we developed a distinct identity unlike anything else in the marketplace. With a modular, icon-led approach, we enabled WashCo to continuously build its product portfolio and reflect multiple service areas and vendors at once.

As a result, we captured the understated capability of the previous businesses, the modernity of the newly-launched WashCo, and the future aspirations of the brand. WashCo was firmly positioned as ‘Leaders in Laundry’. Taking WashCo from new idea to a real authority.

The Impact

• Firmly positioned WASHCO as market leader in the UK

• Delivered complete alignment across 3 different businesses nationwide

• United 200+ staff

• Achieved YOY Growth


Stakeholder alignment across 3 different business nationwide


Commercial Leading Laundry Company in the UK

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