ABM INDUSTRIES
Elevating an essential brand from a provider to a partner.
ABM manages more than six billion square feet every day, yet many people still viewed the company through the lens of janitorial and maintenance services.
Over three years, my team and I worked with executive leadership to change that perception.
After kicking off in an all-hands brand workshop, the process began with customer research and competitive analysis. We rebuilt the strategic foundation of the ABM brand, from its architecture and messaging to how the company framed and promoted its capabilities.
The result was a creative platform that repositioned ABM as something much larger: a partner working with organizations to create safer, smarter and more resilient environments.
Over three years, my team and I worked with executive leadership to change that perception.
After kicking off in an all-hands brand workshop, the process began with customer research and competitive analysis. We rebuilt the strategic foundation of the ABM brand, from its architecture and messaging to how the company framed and promoted its capabilities.
The result was a creative platform that repositioned ABM as something much larger: a partner working with organizations to create safer, smarter and more resilient environments.
In the end, we didn’t change who ABM was. We just helped the world see what it had already become.
The work became the foundation for a company-wide relaunch across executive communications, digital experiences, sales enablement, thought leadership and integrated campaigns.
Within months, the campaign resulted in over 39 million impressions, over 10 million video views and over 210 thousand website visits—directly influencing over $130 million in company sales.
